Abstract
In this article, Jonas Colliander and Sara Rosengren show how retail firms can come out of the COVID-19 crisis as winners. The authors note that when consumers find themselves in new buying situations, they often stick to the first brand they buy in a category, provided that they are satisfied. A crisis like this could, therefore, be an opportunity to gain market shares. Moving forward, the authors predict that consumers will desire simplicity and that sustainable business practices might not only be good for the environment, but also for business.