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Factors’ exploration of the innovative delivery formats’ development in e-grocery

Romanowski Robert, Lemańczyk Joanna, Stasicka Julianna

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

2022

z. 156

425--440

Purpose: The main purpose of this research is to investigate acceptability of different delivery methods in e-grocery and to show the direction of e-grocery development desired by consumers. Design/methodology/approach: For the purposes of the article, qualitative research (FGI) was carried out, the research sample consisted of 36 participants differing in terms of age and purchasing routines. The research was conducted on Polish citizens, and due to the prevailing pandemic, the interviews were conducted online. In addition, the authors analyzed the literature on the subject, which helped to distinguish and describe the methods of delivery. Findings: The conducted qualitative research proves that the most friendly and known form of delivery is door-to-door delivery. High hopes are placed in the development of stationary parcel machines (with different cooling zones) for perishable products. Drones have been recognized as a solution for the future that is currently not adapted to the needs of the present and is not covered by legal standards. Similar concerns were highlighted in the case of an unmanned mobile refrigerator. Receiving online purchases in a stationary store is a kind of a compromise between online shopping with delivery and traditional grocery shopping carried out entirely in the store. Moreover, older groups of interviewees emphasized the issue of online shopping safety during the Covid-19 pandemic. The youngest group of interviewees emphasized ecological factors such as reducing the carbon footprint as an important issue of e-grocery purchases, and perceived the use of too large packaging (too much plastic) as a minus. Originality/value: The expectations of the demand side as to the method of delivering e-grocery purchases were examined. The advantages and disadvantages of individual solutions for the delivery of perishable products purchased online were indicated, according to the assessment of representatives of different age groups with different purchasing routines (division into stationary and non-stationary shoppers).