Degree Type

Creative Component

Semester of Graduation

Summer 2021

Department

Apparel, Events and Hospitality Management

First Major Professor

Dr. Linda Niehm

Degree(s)

Master of Science (MS)

Major(s)

Apparel Merchandising and Design

Abstract

This creative component attempts to provide the best strategies and sustained operations for small retailers in the post-COVID period. A series of four multi-part questions were addressed based on current industry and academic literature, concerning small retail competitive strategies and sustained operation. This paper proposes several key actions for innovative small retailers to enhance the post-COVID customer experience. This paper also suggests five digital marketing strategies considering changes in consumer behavior during the post-pandemic. The strategies aim to improve the customer experience for the proposed retail boutique, enhance competitive advantages, and foster sustained operational success.

Copyright Owner

Yu, Chen-Chin

File Format

Word

Embargo Period (admin only)

7-16-2021

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