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Resume Jurnal

Pendahuluan

Key success factors in click and drive: a review of the literature Key success factors

(KSFs) are generally defined as strategic factors that can be influenced by

management, a task in which managers must excel in order to improve their firms

competitive position! KSFs generally emerge at the conclusion of an analysis of the

 business environment and of the competition in terms of the industry as a whole and

of strategic business units in particular! KSFs are necessarily linked to value creation

from the consumer point"of"view, and consumers perceptions of value vary according

to the kind of business unit in #uestion! $nalyses of what motivates consumers to buy

online initially enabled researchers to identify the main expectations of e"buyers!

%! &dentifying and understanding e"buyer motivations and the main KSFs

'he main reasons why grocery consumers buy online are convenience and

time"saving! Furthermore, some consumers regard the in"store grocery buying

experience as a negative one, and would much rather spend their time playing

sport or watching entertainment products! "commerce enables customers to

make their purchases whenever they want, with no physical effort, a distinct

advantage particularly when purchasing large, heavy items! 'hey consider online sales a rational buying activity, useful when it comes to limiting

excessive purchasing andor impulse buying! *nline sales are thus particularly

 popular with people who are pressed for time, such as working couples with

children and consumers with physical disabilities! $mongst the main obstacles

to online sales are the perception that the internet is complicated to use+ the

difficulty of udging the #uality of products - particularly fresh produce+

delivery costs+ and the absence of any social links

.! *ffering a website experience with a high #uality of design and ergonomics/ebsites may differ considerably in processing capability, transaction support

complexity, information flow, security re#uirements, and the range of 

applications supported! 0any features characteri1e websites: they may be

content"related (accuracy, relevance and completeness of information, media

format - scope -, and updating), or more design"oriented (si1e, page layout,

structural navigation, response time and security)! &n another study, this one on

the effects of atmospheric variables on consumer satisfaction and behavior, $

set of those atmospheric variables contributed to satisfaction for all

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consumers! 'he variables were linked to special offerscoupons, product

descriptions, graphicsphotosimages, price(s) of merchandise, the total cost of 

merchandise, the option to delete a previously selected item, help servicetoll"

free number for customer service, and order confirmation via e"mail! 'he

structure of websites can greatly affect their accessibility and efficiency and is

fundamental to effective navigation support

2! 3eveloping a diversified, efficient and service"oriented logistic

most important element in creating consumer trust is a fulfilment, which

includes getting the right product to the right consumer at the right time!

4! *ffering a diversified assortment of products and services creating value for 

the clients and for the firm

$ number of studies on marketing and distribution have highlighted the

importance of a wide range of complementary goods and services in terms of 

increasing the value of the offer and differentiating it from that of the

competition! &n the context of online sales in general, the components of the

offer considered to be the most important, other than logistics, are, notably, the

range of available items, advice, payment, interactivity and advertising! 5rice

and price#uality ratio are important elements of choice for grocery products

and many firms have found it hard to make profits by creating value for 

consumers combining home buying with home delivery!6! xploiting the advantages of the multichannel approach

$ll these approaches confirm that e"merchants can improve their results by

developing a global offer of goods and services, and ensuring that there are

coherencies and synergies between those goods and services and the various

functions of the firm

Research methodology: a multi-method qualitative study

'he purpose of our research is to identify the key success factors in the French click 

and drive grocery retail sector! /e have chosen the online grocery market because it is

the sector in which the click and drive model is developing most rapidly, thereby

substantially contributing to the development of the online market! &n our research we

intend to gain an understanding of why and how this rapid growth is taking place!

5endataan terdiri dari: !

7 /awancara semi terstruktur pada manaer yang dirancang untuk mendorong

responden untuk berbicara tentang pengalaman mereka dari penualan grosir online!

Kami mewawancarai manaer yang telah membuka fasilitas pesan antar dan manaer 

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yang telah memutuskan untuk menunggu penual! 0anaer yang diwawancarai berasal

dari struktur organisasi yang berbeda di sektor penualan 5erancis

7 Kelompok fokus terdiri dari antara %. dan %6 konsumen online dibentuk untuk 

menyelidiki motivasi pembelian dan berbagai persepsi pembeli pesan antar, dan untuk 

merangsang komentar dan ide"ide tentang meningkatkan layanan tersebut! 8esponden

konsumen online dipilih dengan tuuan spesifik dalam mengamati berbagai perilaku

 belana makanan, berdasarkan perbedaan enis kelamin, usia, kelompok sosial"

ekonomi, lokasi perumahan dan penggunaan internet!

7 9eberapa sumber sekunder mengenai faktor"faktor kritis keberhasilan pesan antar:

survei yang dilakukan oleh perusahaan konsultan, data yang diberikan oleh

 perusahaan riset pasar, pers profesional dan wawancara yang diterbitkan oleh manaer 

dari perusahaan pesan antar dan para ahli di lapangan!

Dikusi

Kami dapat mengusulkan klasifikasi dari faktor kunci keberhasilan dalam

dorongan sektor, antara lain:

1. Strategi, pemasarana! Sebuah merek yang terkenal dalam toko dan penualan online

 b! Sebuah penekanan kuat pada reaktivitas pelanggan: menadi yang pertama dalam

mendirikan di wilayah geografis tertentu

c! Kapasitas untuk mengeksploitasi daya tarik toko

. !u"ungan pemasaran men#amin kualitas tinggi

a! Sebuah sistem multichanel !8!0 (sistem informasi dan komunikasi transversal)

$. Pem"elian

9erbagi kebutuhan penyimpanan dengan cara distribusi tersentralisasi

%. &-marketing 'ergonomi, "ermacam-macam dan ke"i#akan harga(

a! Sebuah situs web fungsional dengan sistem yang cepat, navigasi yang mudah

digunakan, menyediakan fasilitas pencarian otomatis berdasarkan daftar pembelian,

informasi langsung pada barang dan promosi, keranang bertema, resep, daftar 

 pembelian favorit , dll

 b! 8entang produk disesuaikan dengan fasilitas pesan antar 

c! ;arga yang tidak lebih tinggi daripada yang dapat ditemukan di toko"toko

d! 5romosi yang ditawarkan sebanding dengan yang ditemukan di toko"toko

). strategi dan #asa *ogistik 

Kapasitas untuk menyebarkan kebutuhan minat dengan tingkat efisiensi yang tinggi

dan efisiasi dengan membatasi umlah barang yang tersedia dan waktu tunggu

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