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Dr hab. Marcin Lipowski
ORCID: 0000-0001-7318-5286

Dr hab. Marcin Lipowski, prof. UMCS

Head of Marketing Department, Faculty of Economics, Maria Curie-Sklodowska University in Lublin, Poland. His research interests concern omnichannel distribution, services marketing, ICT technology in marketing, marketing communication, marketing research. He is a member of the Polish Scientific Marketing Society, reviewer in numerous Polish and international journals, author over a hundred scientific publications. He participated in several research grants.

DOI: 10.33226/1231-7853.2022.2.3
JEL: M31

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.

Keywords: reference price; price differentiation; price communications; multichannel sales