E-Grocery as New Innovative Distribution Channel in the German Food Retailing
Over the past decade the Internet has changed our today’s society more than any other medium since the invention of television. The recent evolvement of the Internet as a new major distribution channel has obtained much attention, as the online channel calls the viability of traditional stationary retailing into question. Today, since innovation is a key factor in the Digital Age, the presence in the digital marketplace is essential for retailers, also in the food retailing. In the UK and other European economies e-grocery continues to grow, while in Germany the e-grocery business lags behind the European average, which points to reasonable growth potential here. Online food retailing, however, poses several challenges. There is a general lack of reality proven business models and of practical experience in consumer’s needs and demands, which renders the development of a successful e-grocery strategy difficult. In order to live up to the customers’ expectations and develop a profitable business model, the e-grocer has to know about the customers’ demands on online food retailing. The main objective of this paper is to understand customers’ motives behind grocery shopping online and offline. The paper first researches into the German food retailing with its market characteristics and the Status Quo of e-grocery in Germany by researching data from market research institutes and official bodies. The paper then examines the customers’ perceptions of grocery shopping online as well as offline in a survey. Finally, a conclusion on the prospects for an e-grocery business strategy to successfully meet the consumer’s needs and demands is drawn.
|This chapter was published in: Christian Seitz , , pages 125-133, 2013.|
|This item is provided by ToKnowPress in its series Active Citizenship by Knowledge Management & Innovation: Proceedings of the Management, Knowledge and Learning International Conference 2013 with number 125-133.|
|Contact details of provider:|| Web page: http://www.toknowpress.net/proceedings/978-961-6914-02-4/|
When requesting a correction, please mention this item's handle: RePEc:tkp:mklp13:125-133. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Nada Trunk Širca)
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.