An assessment of the evolving post-COVID U.S. retail industry: Strategic, competitive, and operational strategies to support small retailer sustainability

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Date
2021-01-01
Authors
Yu, Chen-Chin
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Dr. Linda Niehm
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Altmetrics
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Apparel, Events and Hospitality Management
Abstract

This creative component attempts to provide the best strategies and sustained operations for small retailers in the post-COVID period. A series of four multi-part questions were addressed based on current industry and academic literature, concerning small retail competitive strategies and sustained operation. This paper proposes several key actions for innovative small retailers to enhance the post-COVID customer experience. This paper also suggests five digital marketing strategies considering changes in consumer behavior during the post-pandemic. The strategies aim to improve the customer experience for the proposed retail boutique, enhance competitive advantages, and foster sustained operational success.

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