Strategy of service channels of apparel sales companies in Formosa in pandemic

Abstract

The business world has changed dramatically in recent years, the advent of digital channels, social media, and mobile device applications have transformed business models, interactions with consumers, and consumer behavior. these. As a result of these changes, some authors argue that we have gone from a Multichannel Paradigm with independent management of each channel to an Omnichannel Paradigm, where not only the service channels are integrated, but also broaden their scope by including the mobile devices, social media, and interactions between the customer, the brand, and the retail channel. Although this development seemed to be limited to the more developed countries, which had infrastructure and a high penetration of Internet use among their inhabitants, and to large companies that had the necessary resources to make a leap in channel management towards multichannel and Omnichannel, the COVID-19 Pandemic forced all companies to face a change that would ensure their survival. NEA retail stores have not been immune to this crisis, but the study in this area has been nil. Therefore, this article presents an investigation in order to understand the strategies of the Formosan clothing sales companies with respect to the opening of multiple channels of attention, the degree of integration of these, and if the changes implemented will remain in time, once the Pandemic is over.