Click & collect: En studie kring COVID-19 och dess påverkan i fysiska butiker : En kvalitativ studie angående hur COVID-19 har påverkat fysiska butiker och dess click & collect

Due to COVID-19 the authors of the following study aim to examine how COVID-19 has affected society by studying its impact on grocery stores. The following study is based on a case study design where a total of four respondents have participated. All respondents are store managers and they have all been interviewed regarding questions that emphasise COVID-19 and its effect on their business, as well as how click & collect has played a role during COVID-19. The following study has used a qualitative research strategy with intentions to generate qualitative interviews that will underpin the result of the study. In order to answer the thesis, an issue was formulated that reads as follows: How and why has restrictions in physical stores during COVID-19 affected store managers in grocery stores and their sales through click & collect? In order to answer the issue that the study has presented, the study has been delimited to stores that are based in Stockholm. Furthermore it shall be said that the respondents who have participated in the study did so with the intention to remain anonymous. The conclusion of the study showed that click & collect has had an impact on grocery stores during COVID-19 due to the fact that store purchases have increased through the shopping channel. Furthermore the study presented that a new state of normality due to COVID-19 has occurred which benefits sales through click & collect. Finally the study has also shown that a synergy between the grocery stores physical and digital sales channels have occurred which benefits click & collect