Sales generation for brick & mortar retail stores of a premium brand during a pandemic

• Main Author: Salazar, Jo Anne C.
• Format: text
• Language: English
• Published: Animo Repository 2020
• Subjects: Sales management; Retail trade; Sales and Merchandising
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/6033; https://animorepository.dlsu.edu.ph/context/etd_masteral/article/13138/viewcontent/Salazar_JoAnne_edited.pdf
• Institution: De La Salle University

Purpose. The purpose of this Action Research paper is to implement and improve on new business models to generate sales to our retail stores which have suffered tremendously due to Covid-19 that drastically lowered foot traffic in malls. Design. This Action Research paper follows the steps designed by Coghlan and Brannick (2014). We conducted 2 cycles of construction, planning, taking action and evaluating action, and each step was done collaboratively and learning through reflection along the way. Findings. The Action Research paper tested 2 initiatives and found that each had its own strength. A hybrid of both programs is offered at the end of the paper, which can be further developed to improve sales generation. Value. This Action Research paper offers scholarly and sensible value to companies greatly affected by the Covid Pandemic as it explores the other considerations required to survive this crisis. Research Limitations. This Action Research paper is only limited to the implementation of the initiatives within our brick & mortar stores owned by the company. Sales generation and process improvements in Ecommerce and wholesale channels are not included in this study.