Sales and delivery strategies adopted by the retail trade in Ja?/SP during the COVID-19 pandemic

ABSTRACT

The health and economic crisis caused by the Covid-19 pandemic has imposed changes in the consumer market and in the performance of companies, because as people's habits have become remote, sales through digital means and delivery methods have become challenges for the business. Inserted in this context, this research aimed to identify which sales and delivery strategies were adopted by retail companies in the city of Jau/SP during the Covid-19 pandemic. The case study strategy was adopted. The methodology was qualitative research, with the elaboration of a questionnaire applied to fifteen local actors. The results indicated that the Jauense business profile was affected, with the closure of businesses, with the retail and accommodation sectors being the most impacted. It also showed a sales digitization process, with migration to social networks and apps, especially Instagram and WhatsApp. It should be noted that the narratives indicated that, despite the intensive use of social networks, local entrepreneurs did not invest in their own e-commerce, with the creation of websites and structure for sales and deliveries over the internet. What was observed was the use of Marktplaces, in particular, accessories and clothing. It was also possible to identify that commercial establishments expanded the use of motorcycle delivery applications, in addition to motoboys, especially in the food service segment.