Resilience of small retailers in facing the Covid-19 pandemic – a qualitative study

Abstract

Purpose This study aims to understand the impact of the Covid-19 pandemic on small retailers, and their response to it, using the crisis management model. The research documents the impact and responses and attempts to identify the factors contributing to and hindering retailers’ attempts to achieve resilience. Design/methodology/approach Semi-structured interviews were used to collect qualitative data from small retailers. The interview transcripts were analysed using MAXQDA 2020 Analytics Pro data analysis software. The heterogeneity in responses to the challenges posed by the pandemic is explained using self-determination theory and diffusion of innovation theory. Findings One of the most significant impacts of the crisis was the disruption in the regular supply chain network on which the studied retailers relied for their traditional buying. The retailers increased customer services such as free home delivery and enhanced the use of technology in their shops. However, and worryingly, although the retailers faced two waves of the pandemic, the urge to plan and prepare was missing. The overall crisis can, therefore, be seen as an opportunity for small retailers to improve their responses when facing similar situations. Social implications Small retailers are part of the social fabric in many emerging economies and function as a source of employment. They have been facing challenges from organised retail and e-commerce. The Covid-19 crisis pushed them to respond, and the authors hope that they will take some cues from this disruption and become more efficient and competitive in the future. Originality/value To the best of the authors’ knowledge, this is among the first studies to map the impact of the crisis on small retailers and their response to it, drawing implications for retailers and companies and analysing the efforts made by small retailers to achieve resilience.