Analysing stickiness related to changes in Customer Behaviour Due to the COVID-19 Pandemic

This research analyses the effects of the COVID-19 pandemic on consumer preferences for shopping locations and its duration through a quantitative method. A revised version of the Huff gravity model is employed to measure changes over time in customer preferences regarding store selection for shopping. The research utilises extensive mobility and location datasets along with census data to examine department stores in New York City. Employing clustering methods and statistical inference models, this research assesses the short-term and long-term effects of the COVID-19 pandemic on changes in customer behaviour, emphasising the varied responses across different socioeconomic groups. The results of this study indicate that the suggested model successfully represents the dynamics of shopping site choices and time-based visitation trends, enabling managers and marketers to grasp customer preferences and adjust strategies as needed. Retailers ought to apply quantitative techniques to revise their assumptions according to new consumption trends, instead of anticipating a full return to consumer behaviour from before the pandemic.