The Influence of COVID-19 in Retail: A Systematic Literature Review

Abstract

The objective of this research is to discuss the state-of-the-art with regard to the influence of COVID-19 in retail, especially in the light of the economic, social and health perspectives. To do so, we carried out a systematic literature review, a technique that allows an efficient description of the literature and that made it possible to provide a holistic perspective of the phenomenon trough the interpretation of relevant published articles. The results showed the sector had to find new measures to mitigate the effects of corona virus, ranging from social and physical distance, protection and hygiene measures, adjustments in distribution and communication channels, to the transmission of a clearer messages by retailers. In addition, the digital transformation phenomenon has also been enhanced by this crisis, by using measures aimed at reducing the spread of the corona virus, such as the use of several digital payment systems and new distribution methods to respond to the new sales and delivery rules. This article reinforces the importance of these measures for a new model of action in the retail sector, in order to respond to the market needs.

Emergent marketing strategies and their influence on the Customer Value Proposition of Fast-Moving Consumer Goods (FMCG) businesses during Covid 19 Pandemic in Botswana

“…Hoekstra & Leeflang (2020) postulates that the prevalence of COVID led to the disruption of marketing strategies and policies. Studies have revealed that the retail operations have been disrupted by the pandemic (Delasay et al, 2022;Lopes & Reis, 2021). It is perhaps worth noting to highlight that this has been a difficult time of dealing with customers whose preferences changed a lot (Sheth, 2020) hence it became imperative that businesses adapt to best serve the evolving customer needs during pandemic and recession time (McKinsey & Company, 2020).…”