Research Paper
Article citation: Gupta, A. S., & Mukherjee, J. (2024). Reviving unorganized retail stores post-COVID-19. Journal of Strategic Marketing, 32(2), 230-250.
Abstract
The COVID-19 pandemic threatened people’s lives and livelihoods, which induced an existential hapax, changing their consumption choices. The unexpected disruption in physical retail due to the measures to control the pandemic, and changes in consumer preferences have forced organized retailers to leverage technology and adopt omnichannel strategies. However, small, unorganized retailers, popular in emerging markets like India, do not have state-of-the- art digital technologies to compete with online and organized retail. Thus, they need consumer insights to devise effective marketing strategies for sustaining. This research uncovers post-pandemic consumer values that drive preference for fragmented unorganized retailers, based on qualitative data collected from 32 respondents using in-depth interviews. The findings highlight that the altered consumer values of spiritualism, minimalism, self-transcendence, altruism, reciprocity, and hedonic shopping orientation guide preference for unorganized retailers. Small retailers’ can leverage these consumer values by providing personalized products and services, communicating relevant store values, and adapting their operations to harness the opportunities in the new normal to revive and grow their businesses.