The COVID-19 pandemic in Brazil began on February 26, 2020, and generated a tangle of
twists, be it in the social, political and economic spheres. As a consequence, the economic
crisis generated reached different sectors, as well as in retail companies, the referred changes
were also no different. Thus, companies needed to adapt to the new pandemic scenario,
through coping measures, using planning and through strategies. In order to contribute, this
paper aims to understand the relationship between the strategies adopted by retail companies
and organizational performance during the pandemic. The methodology adopted in this
research is descriptive, documentary, qualitative and quantitative. In the sample of data and
collection, it used publicly traded companies listed in Brasil Bolsa Balcão - B3 belonging to
the retail sector in the year 2020. The retail companies that served as the object of research for
this work were: Lojas Americanas, Magazine Luiza and Via Varejo. The analysis comprised
only the moment of strong contingency, being the pandemic period of the year 2020. For that,
in the treatment and analysis of the data, the application of some performance indicators was
carried out based on the quarterly information provided by the companies in their financial
reports, in addition to analysis of the strategies adopted by the companies. Thus, it was found
that each retail company adopted particular strategies. One of the main results obtained was
the transition from sales made through physical stores to those made through virtual stores,
that is, through the virtual medium. As for performance, some indicators obtained positive
variations for the three retailers, highlighting Leverage, the Debt Composition. With regard to
Current Liquidity, only Lojas Americanas managed to obtain results without a decrease in the
4 quarters. With regard to ROA (return on assets) and ROE (return on equity), they suffered
some variations with increases and decreases during the quarters analyzed.
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