MIT Sloan Management Review Article on As Stores Reopen, Which Customers Are Most Likely to Return?

New research reveals how consumer preferences have changed and how retailers can adapt.

The COVID-19 pandemic and associated lockdowns throughout the U.S. have dramatically affected shopping behavior and shifted priorities for retail customers. While the pandemic has resulted in revenue declines for the majority of businesses, some brand owners and retailers have seen significant growth by adapting their offerings and communication to capitalize on new customer needs and behaviors.