Retail Marketing Competencies in an Omnichannel World: A Post-Pandemic Shopping Revolution

Abstract

The pandemic has significantly impacted Metro Manila's local businesses in the Philippines. A series of lockdowns and government-imposed restrictions incapacitated the micro, small, and medium enterprises (MSMEs) because no customers could shop physically. Consequently, traditional or legacy brands shifted online alongside web-born companies or digital native vertical brands (DNBV). There has been a surge in internet marketing activity, especially on social media. In the post-pandemic era, online and offline activities underwent a metamorphosis beyond brand engagement. This study examined the elements that led to the redirection of MSMEs' marketing competencies, omnichannel strategies, and brand engagement using Kahn's success matrix via survey research. One hundred two (102) retailers from different MSMEs in Metro Manila participated in the survey, which consisted of sixteen cities and a municipality. Multivariate analysis, path analysis, and t-tests were used to analyze the results. The shopping revolution goes beyond shifting from physical stores to online as customers increasingly demand seamless integration across all channels. Therefore, marketing capabilities must align with firms' omnichannel initiatives to reimagine engagement and maximize opportunities in the new normal. Since the study was limited to Metro Manila, findings may not apply elsewhere. Indeed, businesses frequently face crises, whether a natural disaster, an economic slump, or a health issue. However, the COVID-19 pandemic accelerated specific processes, making it difficult for MSMEs to recover and regain pace as they cannot stay purely online or offline. The study's findings had essential implications for MSME operations in Metro Manila as local businesses attempt to bounce back and regain momentum in the post-pandemic phase.