SALES IMPACT IN MODERN TRADE RETAIL DURING FESTIVAL BIG DAYS, POST WAVE 2 OF COVID-19
Retail sector, especially modern trade was heavily impacted due to pandemic. The market is rejuvenating again after the decline in covid-19 cases. To understand the ground reality after Big Days, the research team of CPM conducted a survey to measure/understand various parameters including increase in Footfall during Big Days, mode of communication used by retailers, safety norms & guidelines observed by stores, deployment of additional asset and its impact on promoting sales during Big Days. The study was conducted in Modern Trade stores – Hyper and Super formats across India. Out of 476 modern trades store 49% stores were in Tier 1 cities, 24% in Tier 2 and 27% in Tier 3. The study was conducted after the second Covid wave. Findings show that Post second Covid wave, market visit of customers has increased. The study shows that footfall has increased during big days. Stores adopted Covid safety norms which attracted the shoppers and increase footfall. Additional visibility to different categories was strongly linked with higher sales during the latest big days.
Big Days, Retail Sector, Covid-19, Foot Fall, Sale, Safety Norms, Visibility