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Value creation in post-pandemic retailing: a conceptual framework and implications

Author

Listed:
  • Monika Imschloss

    (Leuphana University of Lüneburg)

  • Martin Schwemmle

    (The Future Company)

Abstract

In the wake of the Covid-19 pandemic, the retail landscape has undergone profound and enduring changes, necessitating a comprehensive examination of its implications for both consumers and retailers. This study provides a systematic analysis of emergent shifts in consumer behavior and the resulting changes in consumer value creation. The authors develop a conceptual framework encompassing five key dimensions that likely will reshape value creation in post-pandemic retailing: hyperfunctional shopping, holistic health, hybrid connectedness, conscious hedonism, and responsible consumption. The authors propose that consumers will prefer retailers that accomplish creating value based on these dimensions through next-level customer experiences rooted in inspiration and social interaction, novel technologies, and innovations in store concepts, services, or retail operations. Critical to successfully delivering next-level customer experiences in this new retail landscape is retailers’ engagement in collaborations—both within the industry and with external partners. Accounting for these developments, this study offers implications for retailing practice and provides a roadmap for future retailing research in five key areas pertaining to the management of responsible, health-related, and digital customer experiences, the management of collaborations for creating next-level customer experiences, and the effective monetization of the evolving dimensions of value creation.

Suggested Citation

  • Monika Imschloss & Martin Schwemmle, 2024. "Value creation in post-pandemic retailing: a conceptual framework and implications," Journal of Business Economics, Springer, vol. 94(6), pages 851-889, August.
    • Handle: RePEc:spr:jbecon:v:94:y:2024:i:6:d:10.1007_s11573-023-01189-x
    DOI: 10.1007/s11573-023-01189-x
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    References listed on IDEAS

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    More about this item

    Keywords

    Pandemic; Covid-19; Retailing; Value creation; Customer experience; Responsibility;
    All these keywords.

    JEL classification:

    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • O10 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - General

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