DEMATERIALIZATION RETAIL: BOOKSTORE EXPERIENCE IN PHYSICAL AND VIRTUAL DIMENSIONS/Varejo em desmaterializacao: Experiencia da livraria nas dimensoes fisica e virtual/ Desmaterializacion al por menor: Experiencia de libreria en dimensiones fisicas y virtuales

The aim of this study is to understand the role and relevance of the physical store in contemporary integrated retail. The literature suggests that a physical store maintains its relevance as a place of experience, but from the consumer's perspective it does not detail what determines relevance and which experiences emerge from the physical store. Based on the concept of experience co-creation, we argue that each consumer's experience is unique, and that the relevance of the store is determined by the consumer's personal characteristics. We identified emergent experiences from both physical and virtual stores and the role of technology in consumer empowerment. As a managerial contribution, our study provides a direction for physical and virtual integrated retail management. We determined that in bookstores, a segment strongly impacted by dematerialization, the characteristics that determine the relevance of the physical store are related to an appreciation of reading and an attachment to materiality. The experiences that emerge from the store are Buying Place, Gold-Digging, Magical Portal and Home Refuge. Although the results are context-specific, they can drive analysis of the dematerialization of retail in general. KEYWORDS | Consumer experience, physical store, virtual store, dematerialization, integrated retail. O objetivo deste estudo e o entendimento do papel e da relevancia da loja fisica no varejo contemporaneo em processo de desmaterializacao. A literatura sugere que a loja fisica mantem a relevancia no varejo integrado como lugar da experiencia, entretanto nao detalha, pela perspectiva do consumidor, o que determina a relevancia e que experiencias emergem da loja fisica. Partindo do conceito de cocriacao da experiencia por empresa e consumidor, verificamos que a experiencia de cada consumidor e unica e que a relevancia da loja e determinada pelas caracteristicas pessoais do consumidor. Identificamos os tipos de experiencia que emergem da loja fisica e da loja virtual, e o papel da tecnologia no empoderamento do consumidor. Como contribuicao gerencial, nosso estudo fornece subsidios para a gestao do varejo com dimensoes fisica e virtuais integradas. Determinamos que, nas livrarias, segmento fortemente impactado pela desmaterializacao, as caracteristicas pessoais que determinam a relevancia da loja fisica sao relacionadas ao apreco pela leitura e apego ao mundo material, e as experiencias que emergem da loja sao Lugar de Compra, Garimpo, Portal da