Physical retailing vs. physical distancing – an empirical study of Swedish retail adaptations in the wake of Covid-19

Figures & data

Table 1. Retailers included in the study and observations/interviews made for the study

	Retailer	Interviews	Observations
IKEA	Home furnishing retailer, 20 (2021) stores in Sweden.	10 June 2020 – Acting store manager Älmhult 26 April 2021 – Store manager Älmhult	Store environment sweep – 31 May 2020 Website observation with focus on Covid-19 – 18 August 2020 and 1 February 2021.
Blomsterlandet	Gardening retailer, approx. 60 (2021) stores in Sweden.	19 August 2020 – Store manager Kristianstad 15 March 2021 – Store manager Kristianstad	Store environment sweep – 21 August 2020 Website observation with focus on Covid-19 – 18 August 2020 and 1 February 2021.
Clas Ohlson	Home improvement retailer, approx 100 (2021) stores in Sweden.	30 June 2020 – Store manager Lund 9 March 2021 – Acting store manager Lund	Store environment sweep – 8 June 2020 Website observation with focus on Covid-19 – 18 August 2020 and 1 February 2021.
ICA	Grocery retailer, approx. 1300 (2021) stores in Sweden.	1 July 2020 – Store manager, ICA Maxi Kristianstad 8 April 2021 – Store manager, ICA Maxi Kristianstad	Store environment sweep – 26 August 2020 Website observation with focus on Covid-19 – 18 August 2020 and 1 February 2021.
Systembolaget	Alcoholic beverage retailer, approx. 450 (2021) stores in Sweden.	20 August 2020 – Store manager, Åhus 25 January 2021 – Store manager, Åhus	Store environment sweep – 21 August 2020 Website observation with focus on Covid-19 – 18 August 2020 and 1 February 2021.
Dormy	Golf equipment retailer, 12 (2021) stores in Sweden.	28 August 2020 – Store Manager Ängelholm 17 March 2021 – Store Manager Ängelholm	Store environment sweep – 6 September 2020 Website observation with focus on Covid-19 – 18 August 2020 and 1 February 2021.

Table 2. Summary of adaptations

	IKEA	Blomsterlandet	Clas Ohlson	ICA	Systembolaget	Dormy
Examples of adaptations in current physical store format.	· Adaptations in checkout areas (e.g., barriers and locks between checkout and queue). · Additional store signage (e.g., social distancing). · Securing social distance (e.g., space in aisles and plexiglass protection at service-points).	· Adaptations in checkout areas. · Additional store signage (e.g., social distancing). · Securing social distance (e.g., space in aisles and guards at entrance when necessary).	· Adaptations in checkout areas. · Additional store signage (e.g., social distancing). · Securing social distance (e.g., increasing space in aisles).	· Adaptations in checkout areas. · Additional store signage (e.g., social distancing). · Securing social distance (e.g., space in aisles and customer hosts at entrance).	· Adaptations in checkout areas (e., close down of checkout points). · Additional store signage (e.g., social distancing). · Securing social distance (e.g., space in aisles and customer hosts at entrance).	· Adaptations in checkout areas. · Additional store signage (e.g., social distancing). · Securing social distance (e.g., queue system outside store during peaks).
Examples of additional or alternate services added during the Covid-19 pandemic	· Click and collect drive through. · Price reduction on postal delivery and free online planning services. (e.g. kitchen planning).	· Outdoor checkout with picking service during sales peaks.	· Click and collect drive through. · Price reduction on home delivery. · Free online consultation (Clas Fixare).	· Local phone support for e-commerce. · Free of charge click and collect for customers in high-risk groups.	· Adjustment in opening hours (mainly to avoid crowding).	· Web-based events (e.g., theme nights). · Click and reserve of products. · Price reduction on home delivery.
Examples of shutdown and reduction of services during the Covid-19 pandemic	· Shutdown of restaurant area. · Shutdown of playroom for children (SMÅLAND). · Adjusting home delivery from carry-in to carry-to-doorstep.	· Shutdown of supplier events and store activities.	· Shutdown of club membership events. · Shutdown of click & collect through central warehouses. · Shutdown of digital info points.	· Shutdown of in-store food preparation (Maxi-köket). · Shutdown of playroom for children. · Shutdown of food demonstrations. · Shutdown of pick-and-mix salad bar (temporary).	· Change to less proactivity in customer interaction. · Adaptations in routines for product launches. · Limitations in order services, e.g., inter-store deliveries	· Adaptations in, and reduction of, theme events. · Adaptations in routines in custom fit and demo studio.

Figure 1. Timeline with key events during the Covid-19 pandemic in Sweden.