Keys success factors of on line grocery retailers: lessons from the Tesco.com case

Facteurs-clés de succès des cybermarchés Les enseignements du cas Tesco.com

Enrico Colla () and Paul Lapoule
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Enrico Colla: CRC - Centre de recherche sur le commerce (Négocia)
Paul Lapoule: CRC - Centre de recherche sur le commerce (Négocia)

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Abstract: The objective of this qualitative research is to identify the critical success factors of a multichannel strategy developed by grocery retailers. The comparison between the review's of the literature contributions and the analysis of the Tesco. com confirms that the success of on-line grocery retailers doesn't depend only on efficient logistics and on quality of logistical services. A functional and interactive web site, offering a large package of services, and an effective customer relationships management system are also very important. Being able to exploit synergies between on and off-line channels is also a key success factor.

Keywords: E-commerce; On line grocery retailers; Store picking; Multichannel retailing; Direct marketing; commerce électronique; Cybermarchés; Picking magasin; Distribution multi canal; Marketing direct (search for similar items in EconPapers)
Date: 2011
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Published in Décisions Marketing, 2011, 61, pp.35-45

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02486187

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