Order Fulfilment Options and Omni-channel Retailer Performance During the Pandemic

Abstract

In response to the pandemic, omni-channel retailers had to rethink their service offerings especially when it comes to fulfilling internet orders. With social distancing requirements, retailers need to include contactless options. This study shows that simply adding a contactless option is not sufficient. Retailers who offer a range of options that span contactless shopping, immediate gratification, or convenience appear to perform better in the pandemic market.