ABSTRACT
At the onset, COVID-19 has affected the lives and livelihoods of millions of people. The effects of the COVID-19 pandemic are serious, widespread, and felt all around the world. It has not only impacted public health but also affected societies and economies at the core. Across the world, strict Covid restrictions were being followed with lockdown, social distancing, prohibition on travel, and public gatherings. The pandemic resulted in huge economic losses and layoffs. It has pushed individuals, organisations, and nations into overhauling their policies, procedures, and strategies. The majority of the industries suffered huge losses; one of them was brick and mortar retail. There was a complete closure of all non-essential businesses which led to empty streets as people did not venture out to purchase such items. The pandemic has seen sea changes in how things will work in the new normal. Businesses are rethinking their strategies to adjust to the new normal and preparing themselves for the future, in case of any eventuality that may again halt the business. Technology and innovation have proven to be a boon and a blessing in these difficult times. The authors’ goal is to outline the difficulties faced by retailers during the COVID-19 situation. Retailers must analyse 159their strengths and weaknesses and then come up with suitable strategies to improve the prevalent situation, as well as enhance the overall visibility and value of the product. Retailers need to forge partnerships with data analytic organisations to analyse data from a new perspective in the current scenario. This analysis will help stakeholders and policymakers to better prepare themselves in advance for an unforeseen event of such a large magnitude in the future.
