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Supply Chain Effects in Creation of Omnichannel Customer Experience in Grocery Retail

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Supply Chain Effects in Creation of Omnichannel Customer Experience in Grocery Retail CORE Metadata, citation and similar papers at core.ac.uk Provided by Aaltodoc Publication Archive Supply Chain Effects in Creation of Omnichannel Customer Experience in Grocery Retail MSc program in Information and Service Management Master's thesis Anna Savisaari 2016 Department of Information and Service Economy Aalto University School of Business Powered by TCPDF (www.tcpdf.org) Author Anna Savisaari Title of thesis Supply Chain Effects in Creation of Omnichannel Customer Experience in Grocery Retail Degree Master of Science in Economics and Business Administration Degree programme Information and Service Management Thesis advisor(s) Markku Tinnilä Year of approval 2016 Number of pages 78 Language English Abstract Online sales have changed the retail industry during the past decade, and the technological developments shape the business blending the digital and physical worlds together. Customers use different channels interchangeably during their buying process. The objective of the study is to identify and analyze the factors affecting this omnichannel customer experience in grocery retail, focusing in the supply chain effects. The empirical part searches for answers from the Finnish grocery industry. The literature review develops an understanding on three domains in this research: omnichannel, grocery industry’s distinct features, and supply chain characteristics in omnichannel grocery retail. The academia introduced omnichannel as a term about five years ago. Omnichannel retail means the different sales channels work seamlessly for the customer, and inside the company as well. Omnichannel and supply chain aspects in grocery retail are scarcely researched, since the earlier literature has had a stronger focus on customer motivations. Grocery retail is distinctive field in omnichannel retail due to perishability, low-margin and low-involvement products, frequency and volume of shopping and significance of the downstream supply chain operations. Order picking and delivery demand manual work are identified as the most critical parts of the supply chain. The literature review finishes by offering a framework for the research adapted from four academic research articles. This study is conducted as a qualitative case research. As omnichannel is a new phenomenon in grocery retail especially, and no existing theories prevail, an inductive case study is a suitable method for theory building. Data is collected by interviews from Finnish online grocery professionals, as well as secondary sources like news articles, case studies, media announcements, websites etc. Data analysis aims at explanation building and validating the theoretical framework created from the literature. The research confirmed the significance of the downstream supply chain operations. Order picking and delivery are the most critical aspects in grocery sales through online channels since they are additional steps in the supply chain process, and mostly conducted manually. Only the most developed omnichannel grocers are able to invest in automation technologies but all are streamlining their operations to find cost reductions through efficiencies. Another important aspect in omnichannel grocery retail is the consistency between all sales and media channels. To enable the omnichannel retail, though, the company must have their information supply chain in order. If the sales channels are not working seamlessly in the background, the customer experience can never become seamless, either. The Finnish grocers have improvements to make in their information supply chains but mostly in the consistency and coherence between the different media and sales channels. Keywords omnichannel, grocery, retail, supply chain, case study Tekijä Anna Savisaari Työn nimi Toimitusketjun vaikutus ylikanavaisen asiakaskokemuksen luomisessa päivittäistavarakaupassa Tutkinto Kauppatieteiden maisteri Koulutusohjelma Information and Service Management Työn ohjaaja(t) Markku Tinnilä Hyväksymisvuosi 2016 Sivumäärä 78 Kieli Englanti Tiivistelmä Verkkokauppa on muuttanut vähittäiskaupan toimintaa viimeisen vuosikymmenen aikana ja teknologinen kehitys muokkaa liiketoimintaa edelleen sulauttaen digitaalisen ja fyysisen ympäristön yhteen. Asiakkaat käyttävät eri kanavia saumattomasti sekaisin ostoprosessinsa aikana. Tutkimuksen tarkoitus on löytää ja analysoida ne tekijät, jotka vaikuttavat ylikanavaiseen asiakaskokemukseen päivittäistavarakaupassa, keskittyen erityisesti toimitusketjun tekijöihin. Empiirinen osuus etsii vastauksia Suomen päivittäistavaramarkkinasta. Kirjallisuuskatsaus muodostaa ymmärryksen tämän tutkimuksen kolmesta tutkimusaiheesta: ylikanavaisuudesta, päivittäistavarakaupan erikoispiirteistä ja toimitusketjun ominaisuuksista ylikanavaisessa päivittäistavarakaupassa. Ylikanavaisuus terminä esiteltiin ensimmäisen kerran noin viisi vuotta sitten. Ylikanavaisuudella tarkoitetaan eri kanavien saumatonta käyttöä yhtäaikaisesti tai erikseen sekä asiakkaan että yrityksen näkökulmasta. Ylikanavaisuutta tai toimitusketjuja päivittäistavarakaupassa ei ole juuri tutkittu, sillä aiempi kirjallisuus on keskittynyt paljolti asiakkaiden motivaatiotekijöihin. Päivittäistavarakauppa erottuu muista vähittäiskaupan aloista pilaantuvien ja matalakatteisten tuotteiden, ostosten tiheyden ja koon sekä toimitusketjun tärkeyden vuoksi. Keräily ja toimitus vaativat manuaalista työtä, ja ovat siksi toimitusketjun kriittisimmät osat. Kirjallisuuskatsaus päättyy neljästä artikkelista muodostettuun viitekehitykseen, jota käytetään myöhemmin tutkimuksessa. Tämä tutkimus on tehty kvalitatiivisena tapaustutkimuksena. Päivittäistavarakaupan ylikanavaisuus on ilmiönä uusi, eikä vallalla olevia teorioita aiheesta ole. Siksi induktiivinen tapaustutkimus sopii teorian kehittämismetodiksi. Data on kerätty haastatteluista suomalaisten ruuan verkkokauppa-ammattilaisten kanssa, sekä toissijaisia lähteitä, kuten uutisia, tapaustutkimuksia, mediatiedotteita ja internetsivuja käyttäen. Data-analyysin tavoite on rakentaa selitystä ja vahvistaa teoreettista viitekehystä, joka luotiin kirjallisuuskatsauksen pohjalta. Tutkimus vahvistaa toimitusketjuoperaatioiden merkityksen myös käytännössä. Keräily ja toimitus ovat kriittisimmät tekijät ruuan verkkomyynnissä, sillä ne ovat ylimääräisiä toimitusketjun osia ja pääosin manuaalisesti toteutettu. Vain kaikkein kehittyneimmät ylikanavaisen päivittäistavarakaupan yritykset investoivat automaatioteknologioihin, kun muut yritykset tehostavat operaatioitaan löytääkseen kustannussäästöjä tehokkuuden ansiosta. Toinen tärkeä seikka ylikanavaisessa päivittäistavarakaupassa on yhdenmukaisuus kaikkien myynti- ja mediakanavien välillä. Mahdollistaakseen ylikanavaisen vähittäiskaupan, yrityksen tietoketjun on toimittava sujuvasti. Mikäli myyntikanavien taustaprosessit eivät toimi, saumattomuus ei myöskään välity asiakaskokemukseen asti. Suomen päivittäistavarakaupoilla on parantamisen varaa tietoketjuissaan, mutta eniten myynti- ja mediakanavien välisessä yhdenmukaisuudessa. Avainsanat omnichannel, grocery, retail, supply chain, case study Table of Contents 1 Introduction ...................................................................................................................... 1 1.1 Research gap ........................................................................................................................ 2 1.2 Structure of thesis ................................................................................................................ 3 2 Literature review ............................................................................................................. 5 2.1 Omnichannel retail .............................................................................................................. 5 2.1.1 Defining omnichannel as a concept .................................................................................. 5 2.1.2 From omnichannel to customer experience....................................................................... 8 2.2 Grocery retail market ......................................................................................................... 9 2.2.1 From brick and mortar to omnichannel ........................................................................... 11 2.2.2 Market-specific characteristics ........................................................................................ 12 2.3 Supply chains in the grocery market ............................................................................... 14 2.4 Summary and framework for the research ..................................................................... 18 3 Methodology ................................................................................................................... 25 3.1 Data collection and data analysis ..................................................................................... 26 3.2 Limitations ......................................................................................................................... 28 4 Omnichannel grocery market – current state ............................................................. 29 4.1 Omnichannel innovations from leading grocery retailers ............................................. 29 4.2 Finnish grocery retailers ................................................................................................... 32 4.2.1 K group............................................................................................................................ 33 4.2.2 S group and Digital Foodie
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