Research on Online and Offline Integration after COVID-19: A Case Study from a Chinese Grocery Store

DOI

10.2991/aebmr.k.220307.288How to use a DOI?

Keywords

Post COVID-19; Smart retailing; Online and offline integration; Freshippo

Abstract

In this post-COVID era, the online and offline integration of the consumer product market conforms to the climax of consumer social interaction and covers more segments. This is a growing trend. A case study through an identical China smart grocery called Freshippo (HEMA) was conducted relating digital tools, online channel in-shop consumption, and community building aid by smart technology. The analysis provided support that digital technology became even more important in today’s consumer product market as it creates new social space for consumers and brings in higher efficiency and new consuming scenarios for retailers. This instrument is shown to be suitable for retailers to pace up in adapting digital technology to meet consumers’ needs in this post-COVID society.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Shuqi Wan
PY  - 2022
DA  - 2022/03/26
TI  - Research on Online and Offline Integration after COVID-19: A Case Study from a Chinese Grocery Store
BT  - Proceedings of the 2022 7th International Conference on Financial Innovation and Economic Development (ICFIED 2022)
PB  - Atlantis Press
SP  - 1757
EP  - 1760
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220307.288
DO  - 10.2991/aebmr.k.220307.288
ID  - Wan2022
ER  -