Customers in Hong Kong Go Back to Offline Stores after the Pandemic: An Empirical Study with Four Campaigns Provided Based on The North Face

Abstract

The last few years have seen a special era of the pandemic that leads to blocking and segregation at each corner of the society worldwide. The situation driven by the pandemic is no longer severe as the pandemic fades away, with a trend observed in shopping ways. Hong Kong is a typical area with strict policies implemented during the pandemic, yet citizens in Hong Kong prefer offline shopping, compared with online shopping, after the pandemic since the beginning of 2023. Based on The North Face, a brand popular in Hong Kong, the current study collected the questionnaire data from hundreds of participants and put forward four campaigns. In light of the possible transfer of recovery from the pandemic, it is anticipated that in addition to The North Face, other offline stores may also benefit from this study.