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Master Thesis

Retail et Covid-19 : quelles transformations mettre en place pour faire face à la crise ?

Abstract : Faced with ever more demanding and certainly more mobile consumers, traditional retailers were already weakened before facing the Covid-19 crisis. It is true that the model had been undermined by the arrival of Pure players, forcing these traditional players to transform or even reinvent themselves in order not to disappear. Did the crisis of Covid-19 sign the death warrant of the physical shops ? E-commerce seems to be the big winner with a record year in 2020 and an increase of almost 4 points compared to last year. However, this strong growth is not exclusive to pure players. Indeed, a large-scale movement of digitalization of physical stores has largely contributed to it. As online sales are not exclusively done by 100% online stores, classic retailers have strongly used the web channel in order to cushion the total stop of sales in their physical stores. As containments and various re-containments have put a strain on traditional non-essential stores, the (accelerated) digital transformation has helped to to get through the storm. Paradoxically, the crisis has also allowed the latter to gain precious years in the technological field. New delivery methods have emerged, and it has also been necessary to keep in touch with customers while being ingenious and offering them the smoothest possible experience. Tomorrow, it will be necessary to adopt an offensive customer-oriented strategy. Continue to work on the journey by offering an intuitive and personalized experience. Physical stores will have an essential role to play nevertheless, sales space, surface area and geographical location will probably be reviewed.
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Master Thesis
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Submitted on : Friday, January 28, 2022 - 11:13:42 AM
Last modification on : Wednesday, March 16, 2022 - 3:38:49 AM
Long-term archiving on: : Friday, April 29, 2022 - 6:32:32 PM


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  • HAL Id : dumas-03546892, version 1


Dragutin Hegic. Retail et Covid-19 : quelles transformations mettre en place pour faire face à la crise ?. Gestion et management. 2021. ⟨dumas-03546892⟩



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