Autori
Musso, Fabio
Risso, Mario
Fortuna, Fabio

Titolo
Omnichannelling and the predominance of big retailers in the post-Covid era
Periodico
Symphonya
Anno: 2021 - Fascicolo: 2 - Pagina iniziale: 142 - Pagina finale: 157

The Covid 19 pandemic has profoundly affected the competitive context of retail companies. Multiple changes have occurred both in consumer behaviour, in retail strategy and marketing channels. In particular, the pandemic has accelerated the use of digital technology in the processes of physical purchase and distribution of retail products, favouring new forms of integration between physical and online channels (so-called omnichannelling). Many brick&mortar stores have closed down,others have modified their original logistic functionsin favor of the new digital integrated ones, with a smaller number of point of sales assuming the connotation of flagship stores with greater force. Some cases confirm the acceleration that took place towards the integration and redefinition of the roles of physical and online channels. The biggest retailersempower their predominance in the global markets. Smaller operators could renew their role by shaping new forms of collaboration to survive.



SICI: 1593-0300(2021)2<142:OATPOB>2.0.ZU;2-V

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