摘要：The main objective of this study was to identify the differences and similarities of the retail marketing mix. The object examined are the businesses which have physical and online stores, looking for the generic strategies, competitive advantage, target market and positioning. It has been chosen the exploratory qualitative research, via the case study method. The sources of evidence adopted in this study were direct observation in the physical and virtual stores of the Nicoboco company and an in-depth interview with the general manager of the stores, following a semi structured script. From an analysis of these sources it was identified that the company adopts different strategies in the retail marketing mix. For this reason, there may be benefits in the traditional store, for those customers who prefer to touch the product and try it and also for the consumers who do not have access to the physical store and shop by a virtual connection. Therefore, it was understood that companies which sell products in physical and online stores have a competitive advantage over against those who act in only one of them, because they reach a wider audience.
关键词：retail; marketing mix; physical store; online store; retailing strategies.;varejo;composto de marketing de varejo;loja física;loja virtual;estratégias
