The impact of Covid-19 on customer journeys: implications for interactive marketing
Journal of Research in Interactive Marketing
ISSN: 2040-7122
Article publication date: 7 September 2021
Issue publication date: 24 February 2022
Abstract
Purpose
The Covid-19 pandemic and the related closures and lockdowns have changed how consumers shop for products and how they consume them. In this paper, the authors focus on how customers' journeys from the awareness stage down to purchase and loyalty stages have been impacted by the pandemic across different product categories and markets and how they affect the same post-pandemic. The authors propose directions for future research based on our analysis.
Design/methodology/approach
Analyzing the components of customer utility, the authors provide the basis for the rapid shift towards online and digital touchpoints and the nature of emerging interactions between firms and consumers. The authors highlight those areas where changes could be permanent.
Findings
The authors show why some of the changes due to the Covid-19 pandemic could be permanent and irrevocable and what this implies for firms' strategies to acquire, retain, and grow their business with their customers.
Originality/value
The authors highlight why omnichannel strategies are the way for firms to thrive in the post-pandemic marketplace, and outline areas for future research that will allow researchers to examine how customer journeys will evolve post-pandemic.
Keywords
Acknowledgements
This paper forms part of a special section “Pandemic Aftershock - The challenges of rapid technology adoption and social distancing for interactive marketing practice”, guest edited by Paul Baines, Mairead Brady and Shailendra Pratap Jain.
Citation
Kannan, P.K. and Kulkarni, G. (2022), "The impact of Covid-19 on customer journeys: implications for interactive marketing", Journal of Research in Interactive Marketing, Vol. 16 No. 1, pp. 22-36. https://doi.org/10.1108/JRIM-03-2021-0078
Publisher
:Emerald Publishing Limited
Copyright © 2021, Emerald Publishing Limited