Impact of Covid-19 on Retail Sector (Waitrose)

This research focuses on analyzing the impact of Covid-19 on the retail sector, with a specific focus on Waitrose. It examines the challenges faced by human resource management and the measures taken for employee retention during the lockdown. The research aims to provide insights into the negative impact of Covid-19 on Waitrose, identify challenges for HR management, and analyze measures taken for employee retention.

Professional Development and Practice (PDP) Part
1 Management Report

Table of Contents
Topic of the research is “to analyse the impact of Covid-19 on retail sector (Waitrose)”.............3
INTRODUCTION ..........................................................................................................................3
Research aim ..............................................................................................................................3
Research objectives ....................................................................................................................3
Research background..................................................................................................................4
Rationale for research ................................................................................................................4
To assess the negative impact of COVID -19 on Waitrose .......................................................5
Identify challenges that COVID -19 has created for human resource management of company
.....................................................................................................................................................6
To analyse measures taken for retaining employees during lock down situation ......................7
Research methodologies .................................................................................................................8
Presentation of research ................................................................................................................12
Data interpretation.........................................................................................................................14
Analysis of findings ......................................................................................................................22
Conclusion ....................................................................................................................................23
Recommendations .........................................................................................................................23
REFERENCES..............................................................................................................................25

Topic of the research is “to analyse the impact of Covid-19 on retail sector
(Waitrose)”
INTRODUCTION
The situation of COVID -19 has impacted retail industry at huge level. The corona virus
is spreading continuously across the world. This has impacted various marketing factors
including customer behaviour, retail store, product demand, logistics service, factory, etc. There
is a statistics which concludes that growth in retail sector has halved after the COVID -19. The
sectors which are affected badly includes fashion, furniture and electronics (Barrero, Bloom, and
Davis, 2020). The present research is based upon challenges of human resource management of
Waitrose while COVID -19 situation. Waitrose is a British brand which is selling groceries and
there are approximately 300 shops of this across UK. Founders of this company were Wallace
Waite, David Taylor and Arthur Rose.
Research aim
“To analyse the issues faced by human resource while retaining talented employees in Waitrose
during COVID-19”.
Research objectives
 To assess the negative impact of COVID -19 on Waitrose
 Identify challenges that COVID -19 has created for human resource management of
company
 To analyse measures taken for retaining employees during lock down situation

Research background
It is concluded that supermarket shopping trend has been affected in Covid -19. there is
high decline in the sales of supermarket during this period. Waitrose is a supermarket chain of
UK which has experienced decline in profit and market share. The topic for present research is to
analyse the impact of Covid -19 on retail (supermarket) sector (Bartik, and et.al, 2020). This
research will help to know what are the different challenges that Waitrose faced due to Covid -
19.
Rationale for research
This topic is chosen for completing the research as retail sector has affected badly due to
Covid-19. Customers are not going out and purchasing products from stores. After conducting
research on this topic, it will be easy to enhance knowledge about how a company working in the
retail sector is affected due to this pandemic (rewin, 2020)(Chetty, and et.al, 2020). It will enable
to know what are the regulations, policies and laws that will be changed.
Illustration 1: Source:
change in supermarket shopping during Covid 19 , 2020

Literature review
To assess the negative impact of COVID -19 on Waitrose
According to views of the present impact of COVID-19 has created a very significant
impact on functioning of all retail brands. In addition to this, it is determine that companies are
facing many issues due to COVID-19 which impact negatively on their present and future
presence. Due to this pandemic diaereses, the buying power of consumers is decline that directly
has reduce the level of sales and profitability of company. It is determine that in UK, most of the
retailers face cash flow issues and the companies are not able to give salary to their employees
on time. One major impact on respective organisation due to COVID-19 is lack of raw materials
as transportation is not allowed in such pandemic. This impact negatively on company as they
are not able to fulfil the demand and supply of market. There has been a complete Change in the
way organisation are now perceiving their function. Moreover, another issue is arise when
company start providing online home delivery as employees are not ready to go out and deliver
the products at home. This decline the overall profitability and market share of company
negatively. Such as now more home delivery options are being generated. With instance to
Waitrose this organisation has expanded their home delivery options to ensure that they are able
to keep their procedures in the events of lock down. They have adopted strategies according to
their competitor brands like John Lewis. This has been a main reason why this brand has
assumed a 89 percent enhancement in their sales after end of January. Their home delivery
strategies is one of most prominent in their success. They have assumed a impressive 50 percent
increase since last 12 weeks and they are now planning for opening of more customer fulfilment
centres till end of next month. This is one of most necessary requirement to fulfil the needs of
customers that has been shifted towards online mediums. COVID-19 hags resulted into a catalyst
for the long term establishment of online business for Waitrose. There is a potential impact that
has to be explicitly quantified by partnership that is because of worst scenario that has been faced
by many retail brands line decline in 35 percent in sales by retail giants like John Lewis & 5
percent for waitrose. UK shoppers are spending more on online availability of channels as
compared to offline stores. People are not willing to visit physically available stores and it is not
safe for them (Waitrose expands home delivery fulfilment to cope with COVID-19 demand,

2020). It is important for respective company to provide quality service and increase the number
of home delivery areas in order to maintain the level of sales and profitability level. In addition
to this, the company is required to develop effective strategies and increase its online presence so
that customer can order easily and the overall loss occurred due to such pandemic disease is
covered in a rapid and effective manner.
Identify challenges that COVID -19 has created for human resource management of company
It is concluded from the views oF (Colbert, and et.al, 2020), there are different factors
which got affected due to the covid-19 situation. Covid – 19 had created physical, mental and
financial complications for the company. The main issue of human resource department is to
ensure that workforce is engaged and there is high level of satisfaction. There are basically three
challenges which are faced by HR professional of Waitrose. These are mentioned below -
Communication – There is change in regulations and policies of health authorities,
government and labor organisations. Thus, there is need for effectively communicating with
employees and inform them about updates. The senior executives of company are connected with
the employees through the human resource management. Managers must be connected with staff
on daily basis and reassure that government guidelines are followed properly. When employees
are given work from home, it is assured that business progress meetings are held every week in
order to discuss about progress of business.
Trust – There are different companies that are doing remote working. This led to change
in workplace culture. Trust between company's management and employees is necessary for
proper functioning of the organisation. It is concluded that trust is the key factor on which
organisations must focus upon for functioning effectively. There are various techniques used for
increasing trust across different departments (Cronin, and Evans, 2020). Managers of Waitrose
can organise daily meetings in order to discuss about various business task priorities. There is
need for facilitating and enabling good communication in order to make employees do work
from home.
Rapid policy change – The time of pandemic is an extraordinary time and every
company policy and regulation is affected. These are regularly updated according to the Covid –
19 clauses. The main aim of HR department is to keep updated about new policies and inform
employees. Few factors are present within the company according to which the HR department

has to consider all the policies, regulations and laws in an effective manner. Communication is
the key for managing different business activities. When employees are working from home,
then there is need of enhancing communication for better functioning.
To analyse measures taken for retaining employees during lock down situation
It is analysed from the views of (Donthu, and Gustafsson, 2020), there are different
measures which are taken by companies in order to manage the employees during lockdown.
There are some effective employee retention strategies used by the companies for managing
good performance of company. Some of these are described below -
Encouraging open communication – It is very important to manage open communication when
employees are given work from home. It is responsibility of HR personnel to focus upon
providing open communication within workplace. Moreover, there is need to elaborate the
process to all employees so that efficiency can be increased.
Providing incentives and bonuses - When management of company provides incentives and
bonuses to employees, then they will work in more effective manner. They will be encouraged
towards working enthusiastically and completing the goals in less time.
Appreciating employees - This is termed as giving compliments to employees for doing good
work. It enables to motivate and encourage employees and staff for achieving the goals in less
time. When employees are given work from home, they must appreciate the employees (Dunn,
Hood,and Driessen, 2020). This will help in making employees to feel engaged and involved
within the company.
Balancing the workload – The balancing of work load is a factor needed for managing the burden
that employees have while working. This is known as the way in which employees can work
without tension or anxiety. A schedule is maintained for the employees to work which enable
them to complete the organisational targets in less time. It is important to encourage and
motivate the employees for working in effective manner and reaching the goals.
Encouraging teamwork - When employees of organisation are working as a team then there are
more chances of success. When culture of collaboration is maintained then employees can work
in their own manner for managing the teams. The creation and development of collaborative
culture is helpful in a manner of increasing the possibility of successful projects.

Research methodologies
Research methodologies can be referred to various strategies and processes of researches
that are used by researcher in order to conduct their research efficiently. There are a number of
factors included in research methodology (Goddard, 2020). These includes research approach,
strategy, method, time horizon ways to collect data and so on. Below mentioned is research
methodology:
Research Philosophy- This refers to management of various believes and values which a
researcher follows while conducting a research. There are two types of research philosophy
which are:
 Epistemology means various ways in which knowledge can be obtained efficiently.
 Ontology means different ways with the help of which existence is understood.
There are also positions in this philosophy which are interpretivism and positivism. The
quantitative and qualitative debate is also performed in order to complete aims and objectives.
Research approach-Research approach is called as the nature of research which is either
deductive or inductive. Inductive approach consists of proper theories on which work is
conducted. On the other hand deductive approach are those approach in which first hand data is
collected in order to conduct a research.
Qualitative research:In qualitative research approach use of there is use of open ended
questions, observation and other and use of statistical data in this kind of approach is not
conducted by any company.
Quantitative research: Quantitative research on the other hand are researches that actively use
number and statistic to showcase the finding from the research. There are a number of raw data
available which are used by researchers in order to carry on this method of research effectively.
A number of different ways can be used in order to collect the data which is required for such
approach of research which includes experiments, questionnaire and so on.
Research Strategy- Research strategy includes the research opinion based on which the research
is carried upon. In the following part all the steps that are related to collection and processing of
data are included effectively.
Time Horizon-Time horizon refers to the time which is required in order to make sure that all the
objectives of the organisation are completed and the research is carried on smoothly. There are

different ways in which time horizon can be displayed. Cross sectional as well as longitudinal
time horizon. Longitudinal time horizon refers to data collected over a period of time.
Data collection and analysis-
Data collection method: Data collection is defined as the method which is used by
investigator for collecting information and data regarding the research topic (Hailu, 2020). In this
case, investigator is collecting information about affect of Covid -19 on the retail sector. There
are two types of data collection methods and these are primary and secondary data methods.
Primary data collection are the first hand information. Interview, questionnaire, field research,
observation and others are sources of the primary data used in this research. Secondary method is
used for completing the research in effective manner by using the already existing data. In the
present research, books, journal, online articles and other published data is used to gather data
about covid -19 pandemic affect on companies. In primary method, questionnaire has been
selected by the investigator under survey method. Whereas, books, journal, online articles and
other published data has been adopted by the investigator as the main secondary source.
There are a number of ways in which data can be collected. For primary research first hand data
is required. Whereas, in order to conduct a secondary research it is necessary that already
existing data is to be refined by a number of means.
In the following report first hand data is collected by the means of personal interview.
The sample size of data is selected randomly (Hall, and et.al, 2020). There are questionnaires
prepared which are to be filled by managers of Waitrose throughout the world. For the following
research 30 respondents are chosen randomly.
Questionnaire
Q 1) Is COVID -19 situation is affecting sales of Waitrose?
a) Yes
b) No
Q 2) According to you, is Waitrose is adopting proper measures for preventing COVID -19 at
workplace?
a) Yes

b) No
Q 3) Do you think Waitrose human resource management is facing problems while working
during COVID -19 ?
a) Agree
b) Disagree
Q 4) What are the various challenges faced by Waitrose HR department during lock down ?
a) To keep updated about personnels
b) Recruiting people through online techniques
c) Managing employee engagement
Q 5) How the role of HR has changed during COVID-19?
a) Conducting activities to increase employee engagement
b) Personally call employees
c) Managing E-learning portals
Q 6) Was there decline in efficiency of human resource management of Waitrose?
a) Ineffective communication with employees
b) Unavailability of technology
c) All of the above
Q 7) Do you think what are the possible barriers that led to declined employee engagement ?
a) Ineffective communication
b) Unavailability of technology
Q 8) What are the different ways by which HR management of Waitrose can manage talent
retention during lock down ?
a) Increasing employee engagement activities
b) Promoting employee welfare
c) Increasing benefits and perks for employees

Q 9) Any recommendation for effective talent strategy within the organsaition……

Presentation of research
Questionnaire
Q 1) Is COVID -19 situation is affecting sales of Waitrose? Frequency
a) Yes 25
b) No 5
Q 2) According to you, is Waitrose is adopting proper measures for
preventing COVID -19 at workplace?
Frequency
a) Yes 14
b) No 16
Q 3) Do you think Waitrose human resource management is facing
problems while working during COVID -19 ?
Frequency
a) Agree 17
b) Disagree 13
Q 4) What are the various challenges faced by Waitrose HR department
during lock down ?
Frequency
a) To keep updated about personnels 12
b) Recruiting people through online techniques 10
c) Managing employee engagement 8
Q 5) How the role of HR has changed during COVID-19? Frequency
a) Conducting activities to increase employee engagement 13
b) Personally call employees 10
c) Managing E-learning portals 7
Q 6) Was there decline in efficiency of human resource management of
Waitrose?
Frequency

a) Ineffective communication with employees 10
b) Unavailability of technology 10
c) All of the above 10
Q 7) Do you think what are the possible barriers that led to declined
employee engagement ?
Frequency
a) Ineffective communication 22
b) Unavailability of technology 8
Q 8) What are the different ways by which HR management of Waitrose
can manage talent retention during lock down ?
Frequency
a) Increasing employee engagement activities 15
b) Promoting employee welfare 6
c) Increasing benefits and perks for employees 9
Q 9) Any recommendation for effective talent strategy within the
organsaition……
Data interpretation
Q 1) Is COVID -19 situation is affecting sales of Waitrose? Frequency
a) Yes 25
b) No 5

Interpretation – Covid-19 is affecting sales of Waitrose in negative manner. The above pie
chart demonstrates that out of the 30 respondents, there are 25 people who says that this
pandemic situation is affecting sales of this supermarket. Only 5 people think that there is no
effect of this pandemic on the sales and profit of company. It is concluded that during the time of
Covid-19, the sales of company declined as customers were not able to visit shops for buying the
products (Kumar, and et.al, 2020). Moreover, it is seen that John Lewis which is also part of
Waitrose organisation experienced huge decline in sales during Covid period.
Q 2) According to you, is Waitrose is adopting proper measures for
preventing COVID -19 at workplace?
Frequency
a) Yes 14
b) No 16
25
5
a) Yes
b) No

Interpretation – It is very important that companies must adopt effective measures while
working in the Covid-19 situation. Employees and staff were facing problem while working in
this pandemic situation. There is change in day to day life activities of people. There are different
sections in the society which are involved in playing important role in protecting and preventing
the disease. It is concluded that Waitrose is taking care of it's employees and staff properly. It is
ensuring to provide different facilities for protection against Covid-19. They are provided all
precautionary measures in order to develop a safe environment at workplace. The above pie chart
concludes that out of 30 respondents, 16 people think that Waitrose is providing effective
measures to the employees while working in covid pandemic. On the other hand, remaining
respondents think that Waitrose is not taking precautionary measures for employees and staff.
Q 3) Do you think Waitrose human resource management is facing
problems while working during COVID -19 ?
Frequency
a) Agree 17
b) Disagree 13
14
16 a) Yes
b) No

Interpretation - The human resource department of company is facing problem while
managing the problem of Covid-19. Some of these are mental health and well-being, managing
remote work, employee communication, lack of agility, etc (Lemieux, and et.al, 2020). As there
is shift in the workplace culture, it is seen that overall employee health And wellbeing is
affected. While working in the lockdown situation, employees are facing various mental issues
like stress, anxiety, depression, etc. Companies are shifting to start remote work project that
creates problem for Waitrose. HR professionals of this company are affected as they are not
agile. Communication is defined as a big challenge for the HR managers as it is not able to
effectively communicate with all employees. From the above pie chart, it is concluded that 17
respondents think that HR personnel is facing problem while managing the employees during
lockdown.
Q 4) What are the various challenges faced by Waitrose HR department
during lock down ?
Frequency
a) To keep updated about personnels 12
b) Recruiting people through online techniques 10
c) Managing employee engagement 8
17
13
a) Agree
b) Disagree

Interpretation – It is concluded that there are different challenges that are faced by Waitrose
HR department while working in lockdown period. These include updating the personnel,
recruiting the individuals by online techniques and managing employee engagement. There are
various factors that are related to the working of HT personnel in effective manner within the
company. HR management of Waitrose is facing problem while controlling different
subordinates and employees. The above pie chart suggests that 12 respondents think that the
main problem which HR is facing is to keep updated about the personnel. 10 respondents think
that Waitroe HR department is facing problem in recruiting people on the basis of online
medium (Pantano, and et.al, 2020). The remaining 8 respondents think that managing of
employee engagement is the major limitation in working of HR department.
Q 5) How the role of HR has changed during COVID-19? Frequency
a) Conducting activities to increase employee engagement 13
b) Personally call employees 10
c) Managing E-learning portals 7
12
10
8
a) To keep updated about
personnels
b) Recruiting people through
online techniques
c) Managing employee
engagement

Interpretation – There is change in roles and responsibilities of HR in Covid situation. As the
stores are locked and more focus is on online sales, role of HR faced change. The different
changes associated with the Covid-19 pandemic situation includes conducting various activities
for enhancing employee engagement. There are 13 respondents who think that HR needs to work
upon employee engagement in order to retain them. 10 respondents think that by calling
employees, Hr department is able to work more prominently. There is need to manage the E-
learning portals by HR personnels of Waitrose for functioning of various business operations.
Q 6) Was there decline in efficiency of human resource management of
Waitrose?
Frequency
a) Ineffective communication with employees 10
b) Unavailability of technology 10
c) All of the above 10
13
10
7
a) Conducting activities to
increase employee
engagement
b) Personally call
employees
c) Managing E-learning
portals

Interpretation – It is concluded from the above pie chart that there is decline in human resource
efficiency of Waitrose due to Covid-19 situation. The reason for this condition are ineffective
communication and unavailability of technology. 10 respondents think that ineffective
communication between employees and management leads to decline in HR management
efficiency. Other 10 respondents think that as Waitrose is not having advanced technology for
HR functioning. This is the reason for ineffective HR operations.
Q 7) Do you think what are the possible barriers that led to declined
employee engagement ?
Frequency
a) Ineffective communication 22
b) Unavailability of technology 8
10
10
10
a) Ineffective
communication with
employees
b) Unavailability of
technology
c) All of the above

Interpretation – Human resource department has the main aim for taking care of employees.
This can be done by enhancing the communication with employees. For doing so, companies
have to use advanced technology. It is concluded that there are two main factors which are the
reason for declined employee engagement. 22 respondents says that ineffective communication
leads to not knowing about the employee in detail and talking about the problem. When there is
lack of technology in company, then working of HR efficiency will decline (Richards, and
Rickard, 2020). 8 respondents have agreed that lack of technology in HR is main cause of
minimised employee involvement.
22
8
a) Ineffective
communication
b) Unavailability of
technology

Q 8) What are the different ways by which HR management of Waitrose
can manage talent retention during lock down ?
Frequency
a) Increasing employee engagement activities 15
b) Promoting employee welfare 6
c) Increasing benefits and perks for employees 9
Interpretation – There are different ways that are used by HR management of Waitrose in order
to manage the talent retention. The pie chart says that out of the 30 respondents, there are 15
people who think that Waitrose HR department can increase talent retention by increasing
employee engagement activities. There are 9 respondents who think that by promoting employee
welfare, HR can manage the operations effectively. The remaining 9 respondents think that when
the management is providing perks and benefits to employees, then it is easy to enhance
efficiency of HR functioning.
15
6
9
a) Increasing employee
engagement activities
b) Promoting employee
welfare
c) Increasing benefits and
perks for employees

Analysis of findings
This research is for analysing the issues faced by supermarket industry (Waitrose) while
managing the human resource management and department. It is very important for this
company to take care of employees at the time of lockdown. This is the responsibility of
company to manage employees and staff at time of such pandemics. Such sudden situations are
the best ways to tell employees that the organisation in which they are working is actually
concerned about wellbeing of staff. Marketing of company's product and services is important as
it increases product popularity within market. The marketing mix is a framework which will
provide information about product, place, price and promotion of the company. In this scenario,
4 P's of marketing are considered for knowing how Waitrose has to change these P's during
Covid-19. The 4 P's of marketing are mentioned below -
Product - The product mix is associated with the different type of products offered by
the company. The product mix of Waitrose differs due to the customer preference and taste. The
Canary Wharf store of Waitrose provides products which meets the needs of customers. These
stores offer products like designer breads, wine bar, sushi bar, vintage wine, etc. The products of
Waitrose depends upon size of store and space allocation. Waitrose sells product according to the
area. In the rural areas, this company is not providing services and products and in main cities,
this supermarket chain is selling products in the areas where there is relaxation in lockdown. This
affected sales of company.
Place – The stores of Waitrose are mainly located in town centres which are near to
shopping facilities. The new stores of Waitrose are big and they have a larger area than the
previous stores. This company has newly operated stores which are developed for 'food and
home' store format. At the time of lockdown, various stores were not allowed to open. This is
basically in the areas where the Covid patients are more. It is analysed that “place” factor of
marketing does not get affected much in lockdown as compared to other P's.
Price - Waitrose is an organisation that provides identical prices for all products. This
company is involved in price flexing in order to compete with competitors. Different stores of
Waitrose sells products at different price. The factors depends upon position of store, size of
store, customer preference and regional income. Waitrose store which is located in centre of
London is having high prices than the store which is located outside London. The reason behind

this is high operating cost in London. During Covid-19 pandemic, stores of Waitrose were closed
and a few stores were allowed to sell the products. Thus, the manufacturing of the products is
done in the areas where products are being sold. The pricing strategy of Waitrose changed in
the lock down period.
Promotion - This is defined as the way of advertising and promoting the products and
services offered by the company. There are various ways by which Waitrose is trying to expand
sales by promoting the products. Promotional activities provides benefit for contrasting between
stores for competing over the competitors. There are some stores of Waitrose which are having
own brand sales. The ways of promotion have been changed due to the covid-19 situation.
Waitrose has to change the way of promoting products and services at the lock down period.
This company started to focus more upon online promotions through social networking websites,
positive word of mouth, etc.
Conclusion
It is concluded from the above research that due to Covid 19, companies have to face a
lot of problems. These have to be overcome in order to have smooth functioning of business
activity. It is very essential for the companies to follow all guidelines, regulations and rules that
are given for preventing covid-19 problem at workplace. The operating processes and
manufacturing process changed in this pandemic time. There is need for all organizations to
manage the functioning and working in an effective manner for growth of company. Waitrose is
a retail sector organisation which is working in UK. After the pandemic situation, it has
experienced decline in sales and profits. Thus, it is very important to manage the functioning and
business operations properly in the lock down situation for attaining success. Covid – 19 is a
major problem and working conditions are not like before. Thus, companies have to adopt new
strategies for maintaining the sales and profits of the company. When employees are working at
workplace then there are some guidelines which are followed for managing the functioning of
company in proper manner.
Recommendations
There are some recommendations for Waitrose which is a supermarket of UK. During
Covid -19, it has to adopt the following factors while working -

 Stay informed - The company must analyse current landscape and category for analysing
the needs and demands of customers. This company must keep itself updated about the
new regulations and policies that government and other health authorities are providing.
This will help in managing the company in effective manner.
 Be current and transparent - The customers must be provided with high quality products
and services then only they will be having good customer experience. It is analysed that
customers must know about the information about this pandemic situation and provide
right data to the individuals. This can be done by having proactive communication and
providing quality products.
 Adjust in real time – As there is change in consumer behaviour then, product information
is developed up to date and product information is managed. The marketing of products
can be updated by providing online campaigns and advertisements.

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