Consumer behaviour and Retail Management in the pre-pandemic digital era

Abstract

Background: The introduction of digital developments has led to dramatic shifts that have affected consumer behaviour and retail operations in the late 20th and early 21st centuries. Pre-COVID-19: How personal digital technology changed the consumer journey. Before the pandemic, we saw the early waves of digital technology from e-commerce to online reviews to personalized digital engagement change the way people accessed information, compared products, and made purchase decisions. At the same time, traditional brick-and-mortar retailers started to adopt these digital tools as well, paving the way for today’s omnichannel strategies.Objectives: This experiment examines the effects of early digital interventions on consumer choice and retail management pre-pandemic. It aims especially to investigate how early digital platforms transformed consumer demands; to discuss how retailers responded strategically to new digital trends; and to explore basic principles that have underpinned the development of