Keys success factors of on line grocery retailers: lessons from the Tesco.com case [Facteurs-clés de succès des cybermarchés Les enseignements du cas Tesco.com]

The objective of this qualitative research is to identify the critical success factors of a multichannel strategy developed by grocery retailers. The comparison between the review's of the literature contributions and the analysis of the Tesco. com confirms that the success of on-line grocery retailers doesn't depend only on efficient logistics and on quality of logistical services. A functional and interactive web site, offering a large package of services, and an effective customer relationships management system are also very important. Being able to exploit synergies between on and off-line channels is also a key success factor.