Pratiques et trajectoires de la grande distribution dans le commerce alimentaire sur Internet. Vers un autre modèle de coordination pour le commerce électronique ?

Christian Licoppe

Revue Économique, 2001, vol. 52, issue 1, 191-211

Abstract: [fre] Le modèle de la grande distribution est caractérisé par la mise en scène dans le magasin d'une offre exhaustive, concurrentielle et comparable de produits aux caractéristiques assez bien définies. L'ajustement marchand s'y effectue dans le cadre d'une relation client intermittente, indirecte, impersonnelle et statistique. Le développement du e-commerce pointe vers l'émergence d'un autre répertoire de coordination. Les économies d'échelle laisseraient place aux économies de variété, dans le cadre d'une relation client individuelle, personnelle et « continue », lourdement équipée en moyens de communications et pour des prestations personnalisables. Dans ce modèle qui repose sur la captation d'une audience volatile, le consommateur rejoue ses préférences, et le produit ses qualités à chaque transaction, mais la coordination est en permanence menacée par cette volatilité à la fois externe et inhérente aux ajustements électroniques. [eng] Practices and trajectories of mass distribution in food trade on the internet: towards another coordination model for e-commerce. . The adjustment between supply and demand was characterized in mass retailing by the display of an exhaustive, competitive and comparable offering of products with clearly-defined and visible characteristics. Adjustment between this supply and demand was framed by an irregular, indirect, impersonal and statistical relationship with customers. The tensions that we observed with the development of e-commerce show the emergence of a very different model. Economies of variety are substituted for economies of scale, in a context of individual, personal and "continuous" customer relations, heavily equipped in means of communication and set in a framework of personalizable goods and services. In this model based on the capture of a volatile audience, the market "heats up" as consumer preferences and product qualities are reshaped with each transaction, but coordination is constantly threatened by this volatility which is both external and incorporated to electronic adjustments.

Date: 2001
Note: DOI:10.3406/reco.2001.410284
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