MARKETING CHANNELS FOR MODERN RETAIL BUSINESS IN COVID - 19 ERA

Abstract

          This article discusses marketing channel planning for modern retail businesses in the COVID - 19 era. This is a result of the rapid changes in the lifestyle of people in today’s society. In addition, the situation of the coronavirus outbreak. Affecting the change in customer behavior called “New Normal”. In addition, the epidemic also affects the retail business, which faces a negative impact on trade and the country’s GDP. Retailers with a market value of 5.5 trillion baht were affected by a contraction of 2.2 percent or approximately the estimated loss of retail money. 150,000 - 200,000 million baht, affecting many entrepreneurs in the retail business Therefore operators need to adapt to the changes that occur. One of the key factors that entrepreneurs need to get to know is the "consumer", given the advances in information and communication technology that have fueled the digital transformation trend and age factor will find that the consumer can be divided into two major groups: 1) the digital natives by birth with familiarity and expertise in technology and 2) digital immigrants diverse in terms of attitudes and capabilities in technology. Both groups had different behaviors and attitudes. Therefore, in order to close the gap between the two consumers, modern retail businesses should consider a variety of marketing communication channels linked to one another, one that can serve both groups of consumers: Integrating technology, online and offline channels But all are joined together into a single Omni - Channel model.