Cocco, Helen, De-Juan-Vigaray, María D.
A typology of omnichannel retailer activities during the COVID-19 pandemic
International Journal of Retail & Distribution Management. 2022, 50(8/9): 1062-1094. https://doi.org/10.1108/IJRDM-10-2021-0506
URI: http://hdl.handle.net/10045/141306
DOI: 10.1108/IJRDM-10-2021-0506
ISSN: 0959-0552 (Print)
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.
Keywords:Omnichannel actions, Omnichannel typology, COVID-19 pandemic, Seamless experience, Dynamic capabilities theory
Emerald
info:eu-repo/semantics/article