Retail operations strategy for improved customer experience: a better response to crises such as COVID-19 pandemic

PurposeDiscount grocery stores (DGSs) are attractive food supply chain (FSC) channels because many cost-conscious Indians use them for monthly needs. Despite capacity, DGSs must address customer concerns about store crowd densities and improve their COVID-19 preparedness. The purpose of this study is to learn how retail operations strategies can improve customer experience and how stores can benefit.Design/methodology/approachThe study looked at a case study where retail operations are run more efficiently, and the customer experience is enhanced by standardizing and customizing customer transactions. The potential benefits that customers and retailers might anticipate are then statistically verified. Next, the potential benefits were examined to determine which ones from customers' and retailers' views should be prioritized to increase satisfaction.FindingsThe case situation analysis in the study demonstrates how DGSs can improve their retail operations to reduce customer wait times and provide greater convenience. The study also provides practitioners with potential benefits to pursue from the perspectives of retailers, customers and both retailers and customers.Research limitations/implicationsThis study requires many past transactions and can be considered an extension of the current study, so it does not capture floor space and capacity improvements.Practical implicationsThis research can help FSC retailers compete with upstream supply chain partners and customers in omnichannel retailing. By improving DGS retailer capacity and customer experience, this study can benefit all FSC stakeholders.Originality/valueAlthough there are numerous potential benefits that practitioners can pursue, the current study suggests that practitioners focus on those that can improve retailer and customer satisfaction.