Is the click and collect model the future of food retailers? An analysis of consumer behaviour and expectations in terms of marketing and logistics service rates

Les drive: l’avenir de la grande distribution alimentaire ? Une analyse en termes de valeur perçue du parcours client et du mix marketing/logistique

Olivier Mevel (), Thierry Morvan () and Nélida Morvan
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Olivier Mevel: UBO UFR DSE - Université de Bretagne Occidentale - UFR Droit et sciences économiques - UBO - Université de Brest, LEGO - Laboratoire d'Economie et de Gestion de l'Ouest - UBS - Université de Bretagne Sud - UBO - Université de Brest - IMT - Institut Mines-Télécom [Paris] - IBSHS - Institut Brestois des Sciences de l'Homme et de la Société - UBO - Université de Brest - UBL - Université Bretagne Loire - IMT Atlantique - IMT Atlantique - IMT - Institut Mines-Télécom [Paris]
Thierry Morvan: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique
Nélida Morvan: UR - Université de Rennes

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Abstract: This paper aims to study drive-in users' satisfaction and expectations concerning a new service formula that comes as a complement to existing services (hypermarkets, supermarkets). We sought to determine the elements of differentiation likely to trigger the emergence of new priorities for retailers who wish to modify the click-and-collect model. We conducted an empirical survey on a sample of 1078 individuals in Brittany and in the "Loire Atlantique" region. Our work identifies the following areas for improvement, as sources of differentiation: the design of the brand's website, the information sent to the user, the range of products on offer and the complementary customised solutions for users.

Keywords: Food retail; click and collect; Marketing mix/logistics mix; Distribution alimentaire; drive; mix marketing/mix logistique (search for similar items in EconPapers)
Date: 2021-01-02
New Economics Papers: this item is included in nep-isf and nep-pay
Note: View the original document on HAL open archive server: https://univ-rennes.hal.science/hal-03269554v1
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Published in Logistique & Management, 2021, 29 (1), pp.15-33. ⟨10.1080/12507970.2021.1885315⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03269554

DOI: 10.1080/12507970.2021.1885315

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