Turning Challenges into Opportunities During the Covid-19 Pandemic: Fieldnotes From “People in Retail”

Retailing &Service Management 2021

Turning Challenges into Opportunities During the Covid-19 Pandemic: Fieldnotes From “People in Retail”

Francesco Massara, Gioele Zamparo, Michela Cesarina Mason

The coronavirus pandemic of 2020 has drastic implications for the retail industry. Three separate focus groups were conducted to shed light on potential future developments. Sixteen participants (87.5% male), working at various levels, discussed how the pandemic has changed their industry and how the brick-and-mortar sector will evolve in the future.

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