A typology of omnichannel retailer activities during the COVID-19 pandemic

Purpose This paper develops a typology of omnichannel retailer activities and corresponding customer responses during a rapidly changing external coronavirus disease 2019 (COVID-19) pandemic environment, to contribute towards academic research on omnichannel strategies and to assist retailers when making future investment and resource decisions. Design/methodology/approach Implementing a dual desk research process, the authors carry out a document review of 61 retailers operating globally and connected customer reviews and categorise them using a content analysis. Findings The findings show that retailers employ a multitude of new omnichannel strategies during a pandemic and implement new or upgraded cross-channel services. Customer data show that delivery and customer service issues largely persist. The authors divide retailer actions and microfoundations into five broad categories and present a typology of strategic retailer activities and customer responses. Originality/value This research presents insights into omnichannel strategies from both a retailer and customer perspective, and offers guidance on improving the implementation of future omnichannel strategies.