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2 2022

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The dynamics of new delivery forms development of grocery products in Poland - Frisco case study

Romanowski Robert, Lemańczyk Joanna

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

2022

z. 156

441--455

Purpose: The coronavirus pandemic has a crucial influence on every human being in many areas of life, like education, professional work and state of health. Also, it impacts food consumption and dietary behavior of people. The purpose of the paper is to diagnose the dynamics of new e-grocery delivery formats development caused by Covid-19 in Poland. Design/methodology/approach: This study follows a mixed method approach, which is based on qualitative interviews, secondary statistics and case study of Frisco - the most successful Polish enterprise on e-grocery sector. Multi-level perspective was used to give a context for changes observed on Polish e-grocery market. Findings: The pandemic influenced the dynamics of the development of the e-grocery market in Poland, which follows the way how American e-grocery market performs. The landscape before Covid-19 pandemic was dominated by big players like Amazon and Walmart on the USA market, however big players like Piotr I Paweł and Tesco disappeared form the e-grocery market in Poland. During pandemic, in both countries a rapid growth of local suppliers was observed. In the USA, big players have been consolidating, however in Poland a previous small enterprise, Frisco, when became a market leader, was bought by big retail player - Eurocash. Frisco implements door-to-door deliveries format. However, some new delivery formats, like food parcel lockers, are implemented by big companies like InPost on Polish e-grocery market. Research limitations/implications: Due to the difficulties related to recruiting 8 American e-grocery consumers to the focus group, the authors decided to use smaller (4 people each) mini-groups. The method is adequate to map the general landscape. However, a quantitative study is needed to deepen the information on factors of new delivery formats’ development. This article analyzes companies that provide only general information published in public reports. Practical implications: The paper helps to understand the changes on Polish market in multi-level perspective. The time of the pandemic opened a window of opportunity for new delivery formats, such as food parcel lockers. The implementation of new delivery solutions was possible by observing more developed markets such as American or German one. The development of modern technologies and the general access of potential customers to the Internet also enabled the change of the existing model of traditional trade to e-grocery. Social implications: Many customers have discovered new shopping opportunities which has led to a permanent change in purchasing behavior. In this article, the authors compare the change in landscape of Polish and American e-grocery market during Covid-19 pandemic. Originality/value: The paper helps to understand the dynamics of new e-grocery delivery formats development caused by Covid-19 in Poland with multilevel perspective. Moreover, the change in e-grocery market landscape was described. It is needed to deepen the research by new format factors analysis and further observations, what will be the future of these new formats.

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).