Publicação
Has the future of retail arive(d)? An empirical analysis of drivers for the adoption of q-commerce in the consumers durables segment
| Resumo: | The retail sector has encountered substantial challenges in adapting to the swift pace of technological advancement and shifting consumer behavior. In recent years, the establishment of companies in the q-commerce sector has been on the rise, accelerated further by the COVID 19 pandemic. By offering ultra-fast delivery services for daily necessities and groceries, q commerce has transformed the way people shop. However, q-commerce platforms that cater to consumer durables remain a niche market in Germany, despite clothing and electronics accounting for almost half of online sales (bevh, 2022; Strategy&, 2022). Under the claim “let everything you love arive” (Arive, 2023), the start-up Arive focuses on the ultra-fast delivery of mainly consumer durables. This research aims to determine the characteristics of Arive's user profile, investigate the factors driving the adoption of q commerce for consumer durables and assess the importance of sustainability among potential customers in Germany. A dual-method approach was employed, with semi-structured interviews gathering qualitative data and an online survey collecting quantitative data from 922 participants. The results indicate that the typical Arive user is male, aged 25-34, residing in urban areas and employed full-time. The most significant drivers for the adoption were found to be perceived usefulness, the search for inspiration, time-saving and a curated assortment of products. The recommendations based on the findings of this study can assist q-commerce businesses in enhancing their product portfolio, customer acquisition and conducting more customized marketing initiatives. |
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| Autores principais: | Krainik, Patricia |
| Assunto: | Quick commerce q-commerce Ultra-fast delivery On-demand Consumer durables Retail Comércio rápido Entrega ultra-rápida A pedido Bens duráveis Varejo |
| Ano: | 2023 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Católica Portuguesa |
| Idioma: | inglês |
| Origem: | Veritati - Repositório Institucional da Universidade Católica Portuguesa |
| Resumo: | The retail sector has encountered substantial challenges in adapting to the swift pace of technological advancement and shifting consumer behavior. In recent years, the establishment of companies in the q-commerce sector has been on the rise, accelerated further by the COVID 19 pandemic. By offering ultra-fast delivery services for daily necessities and groceries, q commerce has transformed the way people shop. However, q-commerce platforms that cater to consumer durables remain a niche market in Germany, despite clothing and electronics accounting for almost half of online sales (bevh, 2022; Strategy&, 2022). Under the claim “let everything you love arive” (Arive, 2023), the start-up Arive focuses on the ultra-fast delivery of mainly consumer durables. This research aims to determine the characteristics of Arive's user profile, investigate the factors driving the adoption of q commerce for consumer durables and assess the importance of sustainability among potential customers in Germany. A dual-method approach was employed, with semi-structured interviews gathering qualitative data and an online survey collecting quantitative data from 922 participants. The results indicate that the typical Arive user is male, aged 25-34, residing in urban areas and employed full-time. The most significant drivers for the adoption were found to be perceived usefulness, the search for inspiration, time-saving and a curated assortment of products. The recommendations based on the findings of this study can assist q-commerce businesses in enhancing their product portfolio, customer acquisition and conducting more customized marketing initiatives. |
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