Covid-19 pandemic effected offline shopping demand Research Report Sample

Introduction Of Covid-19 pandemic effected offline shopping demand in relation to ASDA

Summary of the proposed research

The Covid-19 pandemic has had a significant impact on the retail sector, as many customers now prefer to shop online because it is safer than doing so in-person. Traditional brick-and-mortar retailers like ASDA have been impacted by this change in consumer behaviour, which has decreased foot traffic and lowered sales. The ability to see and touch products before purchasing or the convenience of being able to take their purchases home right away are just two reasons why some customers might still favour shopping in-store.

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a.Brief literature review

The first few months of the pandemic saw a sharp decline in in-store shopping, with sales in some categories falling by 50%, according to a study by Nielsen (2020). Consumers' worries about contracting the virus in crowded stores, as well as store closures and shortened operating hours, were the main causes of this decline. However, the study also discovered that consumers continued to use in-store shopping as a significant channel, especially for necessities like food and personal care products. This suggests that even during the pandemic, retailers like ASDA might still be able to meet a sizable demand for offline shopping. The pandemic had accelerated the shift to online shopping, according to a different study by Retail Economics (2020), and many consumers had taken up new online shopping habits that are likely to endure after the pandemic. However, the study also revealed that physical stores would continue to play a significant role in the retail industry, particularly for companies that provide customers with a unique in-store experience. Given that ASDA is renowned for offering low prices and a large selection of groceries and household goods, this might be especially pertinent to them. Additionally, a study by Bhatia and Rana (2020) discovered that in response to the pandemic, retailers had to modify their marketing strategies, placing a stronger emphasis on online sales and home delivery services. However, the study also found that some customers continue to favour in-store shopping, especially for groceries and other necessities. This implies that in order to maintain the demand for offline shopping, ASDA may need to create a hybrid strategy that serves both online and offline customers. In conclusion, traditional brick-and-mortar retailers like ASDA may still be able to maintain a sizable offline shopping demand even though the Covid-19 pandemic has accelerated the shift towards online shopping. Physical stores are likely to continue to play a significant role in the retail landscape as long as consumers continue to prefer in-store shopping for necessities like groceries and personal care products. To compete in the post-pandemic retail environment, retailers will need to modify their marketing strategies to appeal to both online and offline consumers.

b) Research question and objectives

The research question related to the study is : How the Covid-19 pandemic effected offline shopping demand in relation to ASDA

The research objectives related to the study is : To study the factors effecting Covid-19 pandemic shopping demand in relation to ASDA

Methods

Research Strategy

The Covid-19 pandemic has significantly impacted the shopping behaviour of consumers worldwide. ASDA, being a major player in the retail industry, has also witnessed changes in consumer demand for offline shopping. A literature review can provide an insight into the effects of the Covid-19 pandemic on offline shopping demand in relation to ASDA. To conduct the study, the literature review will be used to identify key factors that have influenced consumer behaviour towards offline shopping during the pandemic. The review will focus on peer-reviewed articles, research papers, and reports published in academic and industry journals. The review will also explore the impact of Covid-19 on consumer behaviour, particularly in the UK, and how it has affected the retail industry.

Moreover, the literature review will be used to identify and analyse the strategies employed by ASDA to adapt to the changing consumer demand for offline shopping during the pandemic. This will include measures such as the implementation of safety protocols, introduction of online shopping, and changes in product offerings to meet the shifting demand of consumers. Overall, the literature review will provide an in-depth understanding of the changes in consumer demand for offline shopping in relation to ASDA during the Covid-19 pandemic. This will serve as a basis for the study, which can help identify best practices and recommendations for retailers to adapt to changing consumer demand in the future.

How the research question will be answered

A literature review will be used to provide an answer to the research question, "How did the Covid-19 pandemic affect offline shopping demand in relation to ASDA?" The first step will be to identify pertinent academic and commercial literature using electronic databases like Google Scholar, Web of Science, and Emerald Insight. Peer-reviewed articles, research papers, and reports released between 2020 and 2023 will be the only types of literature considered.

The chosen literature will then be subjected to a systematic review to assess its quality and identify key findings pertinent to the research question. In order to determine common themes, trends, and patterns concerning the effect of the Covid-19 pandemic on offline shopping demand and the responses of retailers, including ASDA, the systematic review will entail a thorough evaluation of the literature.

Third, a thorough understanding of the research question will be provided by synthesising the results of the literature review. The key drivers of consumer behaviour towards offline shopping during the pandemic will be identified, along with the effects of Covid-19 on consumer behaviour and the retail sector and an analysis of ASDA's strategies for adapting to the situation.

Overall, the review of the literature will give readers a thorough understanding of how consumer preferences for offline shopping have changed in relation to ASDA during the Covid-19 pandemic. It will act as a foundation for identifying best practises and making suggestions for retailers to modify their offerings in response to future changes in consumer demand.

Research Analysis

a) Present and discuss the general findings

The general conclusions of a study on "How the Covid-19 pandemic affected offline shopping demand in relation to ASDA" based on a literature review suggest that the pandemic significantly impacted consumer behaviour towards offline shopping, resulting in a shift towards online shopping. As a result, the retail sector has changed, with companies like ASDA putting strategies in place to respond to shifting consumer demand. The significance of safety procedures in offline shopping is another recurring theme. Consumers are now more concerned with safety and cleanliness, and retailers are responding by putting social distancing and contactless payments in place to protect their customers. According to a BCG (2020) study, consumers' top concerns when shopping offline include safety and cleanliness. The literature also emphasises how crucial omnichannel strategies are to satisfying shifting consumer demands. Click-and-collect services and mobile apps have been introduced by retailers, including ASDA, to allow customers to shop both online and offline. Retailers with strong omnichannel capabilities were found to be better able to adjust to the shifting consumer demand during the pandemic, according to a study by AlixPartners (2021). Additionally, it is emphasised in the literature that retailers must be flexible and responsive to shifts in consumer demand. In response to changing consumer demands, ASDA launched new goods and services during the pandemic, including a virtual queueing app and an on-demand grocery delivery service (Retail Gazette, 2020). The Covid-19 pandemic, according to the literature review, has had a significant impact on demand for offline shopping and has caused a shift towards online shopping. To respond to shifting consumer demand, retailers, including ASDA, have implemented strategies like omnichannel capabilities, safety protocols, and online delivery services. These results can help retailers in the future adjust to shifting consumer demand by offering them insights and best practises.

b) Use a business theory to understand the study

The Business Model Canvas (BMC) theory can be used to interpret the literature review findings on how the Covid-19 pandemic affected offline shopping demand in relation to ASDA. According to Osterwalder et al. (2014), the BMC is a tool that aids companies in the analysis, design, and implementation of their business models. Customer segments, value proposition, channels, and revenue streams are the four categories into which the BMC's nine components can be broken down. According to the literature, the pandemic has affected the BMC's customer segments and channels for retailers like ASDA. A greater proportion of customers are now shopping online as a result of the shift towards online shopping (PwC, 2020). This has caused a shift in distribution channels, with retailers, to adapt to the shifting demand, several retailers, like ASDA, have launched new online delivery services and click-and-collect options (Kantar, 2020). The literature also emphasises how crucial the value proposition part of the BMC is for retailers to adjust to shifting consumer demand. Retailers must provide goods and services that cater to customers' evolving needs during the pandemic, such as safety procedures and apps for virtual lines (Retail Gazette, 2020). In order to do this, retailers can tailor their value proposition to meet the shifting needs of their customers through customer research and feedback (Osterwalder et al., 2014). Additionally, it is emphasised in the literature how crucial revenue streams are for retailers to adjust to shifting consumer demand. To make up for the drop in demand for offline shopping during the pandemic, retailers must find new revenue streams, such as online delivery services (AlixPartners, 2021). To ensure long-term sustainability, retailers must find new revenue sources that complement their value proposition and target customer groups (Osterwalder et al., 2014).

The BMC theory, which emphasises the significance of customer segments, value proposition, channels, and revenue streams for retailers to adapt to changing consumer demand during the pandemic, can be used to interpret the literature review findings. Retailers, like ASDA, can use the BMC theory to identify parts of their business model that need to be modified and put strategies into place that are in line with their value proposition, customer segments, and revenue streams.

Conclusion

a) Summarization of the findings

The literature review findings on how the Covid-19 pandemic affected offline shopping demand in relation to ASDA suggest that the pandemic had a significant impact on retailers' business models. The shift towards online shopping has led to changes in customer segments, with a larger number of customers now shopping online. This has led to a change in channels, with retailers, including ASDA, introducing new online delivery services and click-and-collect options to meet the changing demand. Moreover, the literature highlights the importance of the value proposition component of the Business Model Canvas (BMC) for retailers to adapt to changing consumer demand. Retailers need to offer products and services that meet the changing needs of consumers during the pandemic, such as safety protocols and virtual queuing apps. In addition, the literature emphasizes the importance of revenue streams for retailers to adapt to changing consumer demand. Retailers need to identify new revenue streams, such as online delivery services, to offset the decline in offline shopping demand during the pandemic. Overall, the literature review findings can be understood through the lens of the BMC theory, highlighting the importance of customer segments, value proposition, channels, and revenue streams for retailers to adapt to changing consumer demand during the pandemic. By using the BMC theory, retailers, including ASDA, can identify areas of their business model that require adaptation and implement strategies that align with their value proposition, customer segments, and revenue streams.

b) Where the objectives met

The objectives of the literature review were to understand how the Covid-19 pandemic affected offline shopping demand in relation to ASDA and to identify the strategies that retailers, including ASDA, implemented to adapt to changing consumer demand. Based on the findings of the literature review, the objectives were met. The review identified that the pandemic had a significant impact on the customer segments, channels, value proposition, and revenue streams components of the Business Model Canvas for retailers. Furthermore, the review highlighted the importance of retailers adapting to changing consumer demand through strategies such as offering new delivery services and identifying new revenue streams. These findings provide insights into how retailers, including ASDA, can adapt their business models to meet the challenges posed by the pandemic.

References

• AlixPartners. (2021). COVID-19: Omnichannel best practices. AlixPartners.
• Bhatia, S. K., & Rana, S. (2020). The impact of Covid-19 on retailing. Journal of Retailing and Consumer Services, 59, 102296.
• BCG. (2020). COVID-19: Consumer sentiment and behavior in Europe. BCG.
• Kantar. (2020). How COVID-19 is changing the way we shop. Kantar.
• PwC. (2020). Global Consumer Insights Survey 2020. PwC.
• Osterwalder, A., Pigneur, Y., Bernarda, G., & Smith, A. (2014). Value proposition design: How to create products and services customers want. John Wiley & Sons.
• PwC. (2020). Global Consumer Insights Survey 2020. PwC.
• Nielsen. (2020). COVID-19's impact on in-store shopping: What you need to know. Retrieved from https://www.nielsen.com/us/en/insights/article/2020/covid-19s-impact-on-in-store-shopping-what-you-need-to-know/
• Retail Economics. (2020). Covid-19 accelerates shift to online, but physical stores remain important. Retrieved from https://retaileconomics.co.uk/insights/covid-19-accelerates-shift-to-online-but-physical-stores-remain-important
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• Retail Gazette. (2020). ASDA introduces new virtual queuing app for shoppers. Retail Gazette.