Configuring the Last-Mile in Business-to-Consumer E-Retailing
Configuring the Last-Mile in Business-to-Consumer E-Retailing
复制标题
配置企业对消费者电子零售的最后一英里
DOI：
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复制
发表时间：
2019
影响因子：
10
通讯作者：
M. Winkenbach
中科院分区：
文献类型：
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作者：
S. Lim;M. Winkenbach
通过各种最后一英里交付选项为消费者在不同渠道和设备上提供一致的购物体验的履行策略已成为零售业增长的强大引擎。为了在这种新环境中蓬勃发展，零售商需要（重新）配置其最后一英里供应网络，以在交付响应能力、产品多样性和便利性之间实现更好的协调。本文回顾了跨地理区域领先零售商的多个案例研究，绘制了这些零售商的网络配置图，并进行了消费者调查，以研究零售商如何运营最后一英里分销来应对全渠道需求。本研究开发了一种类型，由四种理想形式的最后一英里供应网络组成，根据交付响应速度和产品品种水平进行区分。它为零售商提出了一套规范性指南，以重新配置其最后一英里的分销。
Fulfillment strategies that offer consumers a consistent shopping experience across different channels and devices through a variety of last-mile delivery options have emerged as a powerful engine for growth in the retail sector. To thrive in this new environment, retailers need to (re)configure their last-mile supply networks to achieve better alignment between delivery responsiveness, product variety, and convenience. This article reviews multiple case studies of leading retailers across geographical regions, maps these retailers’ network configurations, and conducts consumer surveys to examine how retailers operate their last-mile distribution to cope with omnichannel demands. This study develops a typology consisting of four ideal forms of last-mile supply networks differentiated by the speed of delivery responsiveness and level of product variety. It proposes a set of prescriptive guidelines for retailers to undertake reconfiguration of their last-mile distribution.