Physical retailing vs. physical distancing – an empirical study of Swedish retail adaptations in the wake of Covid-19

The Covid-19 pandemic represented a crisis that was handled in very different ways by retailers. purpose of this comprehensive empirical study is to explore how Swedish retailers adapted their retail formats, activities and governance over the course pandemic. Three types adaptations were observed: physical store environment, new services connected store, reduction store. We also found development could be divided into three process steps: mobilization, operation (with governance), normalization. While literature tends portray format as proactive, carefully planned top down, our findings suggest undertaken response reactive often bottom-up. Our that, wake Covid-19, can create value for customers providing them with novel kind customer experience, reassuring experience which safety security are important elements.