Dagligvaruhandelns implementering av e-handel : En studie om hur företag arbetar i en pågående förändringsfas
Sammanfattning: Background and problem: It is only in recent years that e-commerce of groceries has gained momentum. Between 2014 and 2016, the annual increase in digital food sales was approximately 30% and it is expected to increase sharply in the future. In an article from Svenska Dagbladet, it is found that food giants are making millions of e-commerce losses, but in spite of that, they strive to sell food online. Purpose: The purpose of the study is to describe and explain how companies in the grocery trade are working to secure growth as a result of the e-commerce development of groceries. Method: The method is based on a qualitative approach with semistructured interviews as the basis for the primary data collection. The sample of interviewees comprised five respondents from various grocery stores in Halland and Northern Skåne, all offering e-commerce as analternative to the physical store. Theory: The theoretical reference framework on which the analysis is based consist of competition strategies, integration of different sales channels and customer loyalty. Conclusion: Through the study, we have come to the conclusion that the stores work in asimilar way to ensure future growth. What distinguishes them and which probably affects the degree of e-commerce growth is how well the stores prepared for the implementation of ecommerce in the form of offering a smooth solution for the customer, and how they then work with the range and pick-up efficiency.
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