Managing Creativity and Innovation in Retail Sector during COVID-19 Pandemic

This presentation focuses on managing creativity and innovation in the retail sector during the COVID-19 pandemic. It covers the issues faced by Tesco, innovative methodologies, construction of plan and its implementation, and application of innovation audit methodology. The aim is to provide a creative and innovative solution to overcome the issue with the support of the implementation procedure, effective planning, and selection for the purpose to overcome further challenges and issues with the solution suggested for the growth of the retail organisation.

BM632 Individual film
presentation with
individual supporting
portfolio of evidence

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Problem or issue that exists in the organisation.....................................................................1
Application of creative and innovative methodologies..........................................................2
Construction of Plan and its implementation.........................................................................3
Application of innovation audit methodology and identification of issues and
recommendations to overcome these......................................................................................4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Innovation is basically considered to be the process of turning a new concept into the
widespread use or the commercial success. In reference to the invention, it is basically the
creation of the concept and the new idea. In context to the Creativity, it is basically considered to
be the act of turning imaginative and new ideas into reality. The film presentation will focus on
the management and the development of the creativity and innovation in the retail sector while
identifying the various issues which are faced by the company in the UK during the time period
of COVID 19 pandemic. In addition to that, the presentation will provide a creative and
innovative solution for the purpose to overcome the issue with the support of the implementation
procedure, effective planning and selection for the purpose to overcome further challenges and
issues with the solution suggested for the growth of the retail organisation.
MAIN BODY
Problem or issue that exists in the organisation
In context to the Tesco, the COVID -19 outbreak had majorly impacted the performance
and productivity of various companies specially in the retail sector due to the various reasons
such as Ease of internet shopping, high leasing prices and growing overheads. In context to the
retail sector, the overall sales in the company had been reduced by 1.9% in the year 2020 as
compared to the previous year which is recorded as the biggest yearly decline in sales. In
addition to that, due to the COVID 19 pandemic, the internet and online sales had raised by
approximately 33.9% in the year 2020. (Biemans, 2018)
Major Problems or issues faced by the organisation
In context to Retail Industry, the major problem faced by Tesco is “Lack of Footfall
Forcing organisation to focus on the online sales” in the United Kingdom. Due to the COVID 19
Outbreak in the year 2020, the government and legal authorities were forced to close markets and
impose lockdown for months. As the result, the organisations in the retail sector basically relied
on the physical store front and were forced to invest more resources and additional funds to their
current business website and relocating their business operations online. Due to this, various
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organisations who earlier used to rely on the foot traffic had now forced to retain their sales
through shifting online businesses(Córdoba-Pachón, 2018).
Application of creative and innovative methodologies
In context to Creative Methods, it basically engage the participants outside the parameters
of the traditional qualitative analysis and data collection. It often comprises of the aesthetic
expression, empathetic, narrative, artistic, creating knowledge and sharing information(Griggs,
2022).
Virtual Reality: In context to the organisation, there are various innovative and creative
methodologies carried out by the company which comprises of the following:
Virtual Reality: During the time of Covid, the individuals and teams went remote and the
concept of virtual reality experienced an uptick in the activity and attention. In context to the
company, the organisation used various software releases for VR which helps the individuals to
feel more connected(Haabazoka, 2018).
Embedded Financial Technology: In context to organisation, the financial technology played a
very important role and continuously grow in the post pandemic space. In context to
organisation, the companies are offering payments and digital wallets. In reference to Tesco, the
organisation used and embedded financial services for the purpose to serve consumer segments
and business segments(Jingbo et al. ,2018).
Use of Artificial Intelligence : The pandemic situation created a drastic impact and resulted in
minimum interaction with the other human beings. The organisation realised that it will require
more physical presence for the distribution. In context to company, it decided to use excess space
at the largest stores and converting them into an AI powered automated warehouse
solution(Kerzner, 2019).
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Constant Feedbacks From Consumer: During the time of COVID, the organisation can
implement new strategies through offering feedback and taking suggestions from the consumer
on their websites. With the help of allowing customers to share their feedback can result in
increasing the customer experience and will also result in improving the image of the
company(Mousavi, Bossink and van Vliet, 2018).
Construction of Plan and its implementation
In context to organisation, the company in order to focus more on the online sales need to carry
out few steps in order to ensure taking proper feedback from their customers on their online
websites which will help the company to boost their online presence and sales and will result in
customer experience(Patria, Usmanij and Ratten, 2020).
There are various steps which need to be implemented for the purpose to collect customer
feedback which comprises of the following:
Step 1: Popup a Customer Survey
In context to organisation, the company can display a simple survey on the website which is
considered to be the easiest way of collecting feedback. With the help of embedding survey in a
popup it will helps in grabbing more attention of your website visitors.
Step 2: Putting up a Feedback Button on the Website
With the help of using a feedback button, it helps in collection of the feedback on the sites. In
addition to that, sometimes it is important to persuade the consumers to give their feedback
through offering a lead magnet in return of completing a survey. In context to incentives, it can
be a checklist, a coupon, a free guide and a free ebook(Schroeder, et al. , 1986.)
Step 3: Using Live Chat
In order to improve customer service, live chat is considered to be a very important tool which
helps in providing various benefits such as helps in making sales, it is highly affordable,
convenient for the consumers and identifying the issues related to the customers.
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Application of innovation audit methodology and identification of issues and recommendations
to overcome these.
In context to Innovation audit methodology, it uses a two level approach which is considered to
be a rapid assessment based on the scorecards of the innovation and an in depth audit. With the
application of these scorecards, it helps in providing an overview of the weakness and strength of
the organisation with the regard to technical innovation management with highlighting those
areas which requires in depth and deep examination(Szostak, et. al, 2021).
In context to organisation, while collecting the feedback, there are various issues and
problems that the company can face while collecting feedback such as technical error, website
glitches and much more and in order to resolve these issues it is very important to take into
consideration the technical factors and hiring professionals who can tackle these website issues
or IT professionals. In addition to that, it is very important for the organisation to have deep
knowledge and information about the various errors which might arises in the company. In
context to organisations, it is very important to measure performance and also to learn from the
past failures and success and also to have deep understanding. For the purpose to continually
improve, it is important to examine the innovation performance but also exploiting these
innovations. With the help of innovation audit methodology, it helps in addressing the
managerial process and mechanisms of the company through which the innovation can be
performed. The model identifies four core processes: concept generation, product development,
process innovation, and technology achievement. Following these core processes are three enable
processes: the operation of human and financial resources, the effective use of appropriate
systems and tools, and senior management leadership and direction. The outcome from these
core and enabling processes is performance in conditions of innovation and the resulting
competitiveness in the marketplace.
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CONCLUSION
From the above report, it can be concluded that Innovation and creativity plays a very
important role in the organisation and also contributes towards solving various problems in the
company. The report helps in identification of the particular problem in the organisation and
application of the innovative and creative methodologies for the purpose to develop possible
solutions. In addition to that, it helps in finding suitable solutions and constructing a plan for the
implementation and application of the innovative audit methodology and also identifying the
potential issues and encounter and also involves various recommendations for the purpose to
overcome these.
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REFERENCES
Books and Journals
Biemans, W.G., 2018. Managing innovation within networks. Routledge.
Córdoba-Pachón, J.R., 2018. Managing creativity: a systems thinking journey. Routledge.
Griggs, G., 2022. Developing creativity. In An Introduction to Primary Physical Education (pp.
239-250). Routledge.
Haabazoka, L., 2018, April. A study of the effects of technological innovations on the
performance of commercial banks in developing countries-A case of the zambian
banking industry. In International Conference Project “The future of the Global
Financial System: Downfall of Harmony” (pp. 1246-1260). Springer, Cham.
Jingbo, H., Taohua, O., Delin, Z. and Hailong, F., 2018. A case study on managing innovation
paradox of the focal firm in innovation ecosystem: The perspective of ambidexterity
capacity. Management Review, 30(8), p.290.
Kerzner, H., 2019. Innovation project management: Methods, case studies, and tools for
managing innovation projects. John Wiley & Sons.
Mousavi, S., Bossink, B. and van Vliet, M., 2018. Dynamic capabilities and organizational
routines for managing innovation towards sustainability. Journal of cleaner
production, 203, pp.224-239.
Patria, D., Usmanij, P.A. and Ratten, V., 2020. Pathway of Small Traditional Industry in a
Developing Country Toward Sustainability: A Review of Innovations Development of
the Furniture Cluster Industry in Jepara, Indonesia. Entrepreneurship as Empowerment:
Knowledge Spillovers and Entrepreneurial Ecosystems.
Schroeder, R., Van de Ven, A., Scudder, G. and Polley, D., 1986. Managing innovation and
change processes: findings from the Minnesota Innovation Research
Program. Agribusiness, 2(4), pp.501-523.
Szostak, B.L., Laviolette, M.E. and Burger‐Helmchen, T., 2021. Management–Managing
Innovation According to Space, Time and Matter. Innovation Economics, Engineering
and Management Handbook 1: Main Themes, pp.25-45.
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