A typology of omnichannel retailer activities during the COVID-19 pandemic

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.

Citation

Cocco, H. and De-Juan-Vigaray, M.D. (2022), "A typology of omnichannel retailer activities during the COVID-19 pandemic", International Journal of Retail & Distribution Management, Vol. 50 No. 8/9, pp. 1062-1094. https://doi.org/10.1108/IJRDM-10-2021-0506