Post-pandemic Retail Environment

The post-covid landscape has dramatically altered due to ten major trends. This brief first examines the accelerated shifts in consumer priorities of localization, sustainability, and casualization resulting from the pandemic. Other key trends detail a new shopping landscape in terms of payment flexibility, in-store environment, omnichannel, e-commerce, and social commerce. In-depth interviews conducted with female shoppers confirm changes in how consumers shop, the role of social platforms, and preferences for content and advertising. This qualitative research shapes the final set of trends, virtual lives and influencers, which establish innovations and motivations for shopping in the future. Marketers should take this research under advisement when developing campaigns and omnichannel strategies for retailing in an increasingly digital world. Research paper completed in fulfillment of requirements for the Integrated Brand Communications Honors course at UGA.