Consequences of the new reference price for multi-channel retailers after lockdown due to SARS-CoV-2

Konsekwencje nowej ceny odniesienia dla wielokanałowych detalistów po okresie lockdownu z powodu SARS-CoV-2

The article aims to present, based on the psychological theories of consumer behaviour, the essence of a new reference price in a multichannel retail environment after lockdown due to SARS-CoV-2. Multichannel pricing is well explained in the literature; in this article authors wanted to present this issue in an actual context — they indicated the consequences in the area of price perception due to the unplanned and temporary elimination of the brick-andmortar stores. The forced customer migration to the online environment, caused by the lockdown, has current consequences for multichannel retailers as well as longterm consequences. Authors proposed a conceptual approach to the process of shaping a new reference price during the pandemic. Some practical and theoretical implications have been also provided.

Celem artykułu jest przedstawienie na podstawie wybranych psychologicznych teorii zachowań konsumentów istoty nowej ceny odniesienia w wielokanałowym środowisku po okresie lockdownu z powodu pandemii SARS-CoV-2. Różnicowanie cen w środowisku wielokanałowym jest opisane w literaturze przedmiotu. Autorzy niniejszego artykułu prezentują to zagadnienie w aktualnym kontekście — wskazują konsekwencje z zakresu postrzegania cen wywołane nieplanowanym i czasowym zamknięciem sklepów stacjonarnych w okresie pandemii. Wymuszona migracja klientów do środowiska online ma dla detalistów wielokanałowych zarówno bieżące jak i długoterminowe konsekwencje. Autorzy zaproponowali koncepcyjne podejście do procesu kształtowania nowej ceny referencyjnej podczas pandemii. Przedstawili też implikacje praktyczne i teoretyczne poruszanych w artykule zagadnień.

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