ABSTRACT
Before the pandemic of COVID-19, many companies considered being part of the digital world, but e-commerce did not seem urgent at that time. However, the crisis originated by this pandemic motivates firms to implement actions to face actual challenges, such as a drop in demand, disruptions in the supply chain, the close of physical stores, and changes in consumers’ buying behavior. Thus, this chapter aims to explore the adaptation of marketing channels in a pandemic environment. The chapter presents a Mexican firm’s case in the footwear industry. The firm strengthens its newly launched online store as an alternative to ensure its survival during its closed physical stores in the lockdown and the new normal by continuing with its relationship with its customers.
