The supply chain facing the challenges of E-commerce delivery: between integration and flexibility, what packaging solutions to use?

La supply chain face aux défis de la livraison e-commerce: entre intégration et flexibilité, quelles solutions packaging ?

François Fulconis () and Bernd Philipp ()
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François Fulconis: CRET-LOG - Centre de Recherche sur le Transport et la Logistique - AMU - Aix Marseille Université, AU - Avignon Université, AMU - Aix Marseille Université, LBNC - Laboratoire Biens, Normes, Contrats - AU - Avignon Université
Bernd Philipp: CRET-LOG - Centre de Recherche sur le Transport et la Logistique - AMU - Aix Marseille Université, ESCE - Ecole Supérieure du Commerce Extérieur, AMU - Aix Marseille Université

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Abstract: In order to make a product available and enhance it in traditional sales formats (brick and mortar), manufacturers, distributors and consumers now recognise the logistics and marketing functions of packaging as vital. But what about e-commerce and its constitutive chain members – do they lag behind regarding this trend? Can the same parcel packaging fulfil both logistical functions and marketing functions, in particular in order to satisfy the online shopper? We explore these questions by studying the transfer potential of the concepts ‘integration' vs ‘flexibility', relevant for the brick and mortar shops in traditional supply chains, to the packaging used for the delivery of online goods in e-commerce supply chains, also called ‘e-supply chains'. The presentation of a field study we conducted amongst millennials supports this reflection.

Keywords: Flexibility; Integration; Online shopper; Consonaute (consommateur internaute); E-commerce; E-supply chain; Flexibilité; Packaging (search for similar items in EconPapers)
Date: 2019
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Published in Logistique & Management, 2019, 27 (2), pp.132-147. ⟨10.1080/12507970.2018.1546127⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01985557

DOI: 10.1080/12507970.2018.1546127

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