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Paper by Els Gijsbrechts and Inge Geyskens has been accepted for publication in the Journal of Marketing

Published: 20th October 2020 Last updated: 26th November 2021

The paper by Els Gijsbrechts and Inge Geyskens on “Navigating the Last Mile in Grocery Shopping: The Click and Collect Format” together with Katrijn Gielens from UNC in Chapel Hill has been accepted for publication in the Journal of Marketing.

Abstract "Navigating the Last Mile in Grocery Shopping: The Click and Collect Format"

Many retailers are rushing into the click and collect (C&C) format, where shoppers place orders online and pick up the goods themselves later. The authors study the demand implications of C&C, and postulate how different ways of organizing this format – each with their own convenience features – appeal to households with different shopper characteristics. Based on two data sets, each covering the introduction of two different C&C fulfillment types by a major grocery retailer in a large number of local markets, the authors compare the impact of In-Store fulfillment (pickup at existing stores), Near-Store fulfillment (pickup at outlets adjoining stores), and Stand-Alone fulfillment (pickup at free-standing locations). The authors find that the shift in online consumer spending significantly differs between the three order fulfillment types, as does the impact on total spending. No one order fulfillment type systematically dominates; the effects depend heavily on shopper characteristics. The study’s results provide guidance on which C&C fulfillment type(s) to operate under what conditions and caution retailers not to take the easy In-Store route routinely.