Keys success factors of on line grocery retailers: lessons from the Tesco.com case
2011
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.
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