IMPACT OF COVID-19 ON DIGITALISATION IN THE ORGANISED RETAIL SECTOR IN KERALA

The COVID-19 pandemic accelerated the digital transformation of the organised retail sector in Kerala, compelling businesses to adopt new technologies for survival and growth. This study examines the extent and impact of digitalisation across key functional areas—marketing, sales, payment systems, customer service, inventory management, vendor management, and customer relationship management (CRM). Using both primary and secondary data, a sample of 330 organised retail outlets from Thiruvananthapuram, Ernakulam, and Kozhikode was analysed through descriptive statistics and Z-tests to measure the pre- and post-pandemic levels of digital adoption. Findings reveal that although overall digitalisation remained at a low level, specific areas such as digital payments recorded significant improvements, particularly in the food and grocery segment. In contrast, apparel and consumer electronics retailers showed limited progress beyond average adoption in payment systems. The study underscores the uneven impact of the pandemic on digitalisation, highlighting sector-specific differences and the need for tailored strategies to sustain transformation. These insights are critical for policymakers, retailers, and stakeholders seeking to enhance resilience and competitiveness in Kerala’s evolving retail ecosystem.