In mid-2020, the co-founder of online and brick-and-mortar womenswear boutique Shop Thursdays in Toronto, was considering how to best position her business for growth when the COVID-19 global pandemic was resolved. The boutique, which had two brick-and-mortar locations in addition to its online presence, provided its customers with the latest and trendiest styles. When the COVID-19 pandemic forced all non-essential business to close their doors, the co-founder pivoted to sell all merchandise through the shop’s online platform. The success realized during this time led her to wonder how to continue to boost this segment of the business. The co-founder had tried influencer marketing in the past and was aware of its potential to grow online sales; however, to devote her time and resources to influencer marketing, she would need to close the store’s second location. Given the uncertainty surrounding consumer shopping behaviour after COVID-19 was resolved, which strategy would be beneficial moving forward?
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