Advancement in technology has potential to significantly disrupt the grocery retail market in the... more Advancement in technology has potential to significantly disrupt the grocery retail market in the U.S. by channeling sales from offline brick-and-mortar stores such as Walmart and Kroger to online e-retailers such as Amazon, Peapod, FreshDirect, and Instacart. Ecommerce grocery retailers have invested heavily in technology, warehouses, and transportation fleets. However, as of 2016, e-commerce grocery sales still only contributed approximately 3% of the total grocery retail sales in the U.S. This thesis first identifies and explains the obstacles to the expected growth of the ecommerce grocery market, and then introduces strategies for ameliorating these challenges and sustaining competitive advantage. Thesis Supervisor: Professor Duncan Simester Title: NTU Chair in Marketing
Advancement in technology has potential to significantly disrupt the grocery retail market in the... more Advancement in technology has potential to significantly disrupt the grocery retail market in the U.S. by channeling sales from offline brick-and-mortar stores such as Walmart and Kroger to online e-retailers such as Amazon, Peapod, FreshDirect, and Instacart. Ecommerce grocery retailers have invested heavily in technology, warehouses, and transportation fleets. However, as of 2016, e-commerce grocery sales still only contributed approximately 3% of the total grocery retail sales in the U.S. This thesis first identifies and explains the obstacles to the expected growth of the ecommerce grocery market, and then introduces strategies for ameliorating these challenges and sustaining competitive advantage. Thesis Supervisor: Professor Duncan Simester Title: NTU Chair in Marketing
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