Due to the spread of the Covid-19 pandemic, retailers in Morocco have been obliged to adapt their practices to this unprecedented context. The sanitary measures including the population lockdown led the retailers to propose alternative solutions in order to save their business but also in order to respect the measures put in place by the government. In this context, they have quickly started to adapt both strategic and operational marketing by offering new distribution channels that would allow consumers to buy from them on the one hand while reducing the time spent in the store and on the other hand to glean new market shares from competitors. To do this, they have relied on digital technology in order to face the imperatives of the pandemic but also to seize the opportunities that the situation could offer.

The large ones and average surfaces have thirty years of uninterrupted existence in Morocco. They develop of number as well (only one hypermarket in 1986, more than 424 retail outlets currently) that in kind (food surfaces, specialized surfaces). The hour is thus with the assessment especially as regards favour done for the “Shopper”. Obviously, the distribution companies modern of detail continue gradually in commercial fabric of nature traditional. The Moroccan “Shopper” appreciates this new form of distribution in view of favours which are done to him by the large ones and average untraceable surfaces in the traditional trade. However, are these services in conformity with the international standards of distribution in particular as regards product quality exposed in the rays, of price, presentation, reception and post-sale service? Admittedly, palpable efforts were made to accelerate the rhythm of development of the modern distribution in Morocco. However, of obstacles remain in particular the products expired in the rays, the lack of freshness of products, the lack of diversity of choice of the products, the insufficiency of hygiene, the reception facilities and of animation; in short all what attracts and lengthens the stay of the Shopper in the store. Definitely, the distributors must redouble effort to reach the international standards of service of distribution to hope to overcome the traditional trade which does not disarm to ensure its survival and its perenniality.