Success factors for online food retail logistics
Purpose: While e-commerce in general has been growing rapidly for years, food ecommerce is lagging behind in Germany. The common approach of using traditional logistics systems and fulfilment concepts does not lead to long-term success. Considering this problem, success factors are needed as a guideline for developing effective fulfilment concepts for online food supply chains in the future. Methodology: Based on industry performance indexes as well as an extensive search via the google search
... the google search engine about 20 case studies on online food fulfilment concepts are identified. The case studies are evaluated using a performance measurement concept. Information from the highest performing companies is used to deduct success factors for good practices in online food fulfilment. Findings: Three main groups of suppliers were identified: Full-range provider, niche suppliers (selective assortment with a specific focus) and supplier of cooking boxes. The fulfilment concept of online grocery retailers is described using thirteen categories. Three success factors could be derived: Reduction of complexity, focus on online fulfilment, and offering a unique product-service mix. Originality: This paper contributes to the research areas of e-commerce and of logistics and supply chain management, especially online food supply chains. In this area only little original scientific research exists. Also, the approach of using secondary case studies is relatively new in this area of research and has yielded interesting results.