Online grocery retailing in Austria - A distribution planning strategy for multi-channel development
M. Kellermayr-Scheucher, M. Plasch, E. Lengauer - Online grocery retailing in Austria - A distribution planning strategy for multi-channel development - Proceedings of the 27th NOFOMA Conference 2015, Molde, Norway, 2015
The uncertain market in online grocery retailing as well as the unclear ambivalence
whether traditional distribution networks can handle e-grocery activities are two aspects of
high significance. Given this challenging setting, the purpose of the paper is to develop a
distribution planning approach for identifying capacity utilisation in online retail logistics
distribution based on expected online sales potential.
As no defined regional experiences from market competition can be referenced and no
insights be derived from the past, a complementary approach of combining statistical data
and scenario analysis with consumer focus detection and field testing has been used.
A specific distribution planning approach under uncertain market development enabled to
identify sales potentials and to clarify logistics’ scalability (capacity utilisation, locations
planning, order handling, interface to service provider, etc.).
A central implication in course of the underlying research is the context-specific analysis
for an Austrian grocery retailer, which limits the derived findings to a non-general validity.
The developed strategy and its aspects led to an applied concept and strategic cooperation
between the involved retailer and a service provider in Austria.