Digitalization and Small Retailers: New Opportunities – Case Study: Livramento Municipal Market

Abstract

In this chapter, the authors discuss the impact that the uses of digital marketing tools had on the performance of small food retailers in a municipal market in Portugal as a result of the challenges imposed by the pandemic situation of COVID-19. They developed a case study with the use of quantitative and qualitative methodologies seeking a more holistic view of the situation given the scarcity of research on this type of retail format. It is concluded that the experience and resilience of these retailers allowed them to quickly adapt to the requirements of the most basic digital marketing tools, namely social networks, and that these had some impact on their business in terms of sales and reputation. However, the small size of these retailers and their limited academic training has in many cases reduced the possibility of a systemic view of their marketing management and digital social networks.