Logistics of E-Groceries.de

Attended home delivery and customer retention remain the biggest challenges for an e-grocer. Same day delivery resulted in death knell for Webvan one of the pioneers of e-groceries. On time, reliable delivery of groceries is a competitive differentiator and enhances customer loyalty, understating the importance of the last mile problem. The following work aims to find out the key factors characterizing the fulfilment strategy for a German online grocer in solving the last mile delivery problem. Literature analysis and study of business models form the basis of the conceptual framework. Furthermore, expert interviews from retailers using two different business models i.e. multi-channel grocer and pure e-grocer are conducted for practical insights and validation of the work.