A typology of omnichannel retailer activities during the COVID-19 pandemic
International Journal of Retail & Distribution Management
; : 33, 2022.
Article
in English
| Web of Science | ID: covidwho-1868474
ABSTRACT
Purpose This paper develops a typology of omnichannel retailer activities and corresponding customer responses during a rapidly changing external coronavirus disease 2019 (COVID-19) pandemic environment, to contribute towards academic research on omnichannel strategies and to assist retailers when making future investment and resource decisions. Design/methodology/approach Implementing a dual desk research process, the authors carry out a document review of 61 retailers operating globally and connected customer reviews and categorise them using a content analysis. Findings The findings show that retailers employ a multitude of new omnichannel strategies during a pandemic and implement new or upgraded cross-channel services. Customer data show that delivery and customer service issues largely persist. The authors divide retailer actions and microfoundations into five broad categories and present a typology of strategic retailer activities and customer responses. Originality/value This research presents insights into omnichannel strategies from both a retailer and customer perspective, and offers guidance on improving the implementation of future omnichannel strategies.
Full text:
Available
Collection:
Databases of international organizations
Database:
Web of Science
Language:
English
Journal:
International Journal of Retail & Distribution Management
Year:
2022
Document Type:
Article
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