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Dynamics in the Swedish Grocery Retail Industry: The current landscape, challenges and levers in distribution for Swedish grocery retailers
KTH, School of Industrial Engineering and Management (ITM).
KTH, School of Industrial Engineering and Management (ITM).
2019 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesisAlternative title
Marknadsdynamiken i svensk dagligvaruhandel (Swedish)
Abstract [en]

There is a significant transformation taking place in today’s retail landscape with the increasing adoption of digital technologies in society. Customers are finding new purchasing habits and retailers are exploring different channels to serve customers in. Observations indicate that the industry is heading towards an omni-channel landscape where retailers aim to provide customers with a unified shopping experience across channels and touchpoints as e-commerce rapidly penetrates the market. Currently, all growth for durable goods is attributable to online sales in Sweden, yet Swedish online grocery retailing has been lagging and still only constitute 2 percent of the total market share.

A qualitative study was conducted to map out the challenges and levers for Swedish grocery retailers in distribution . Semi-structured interviews were carried out with 18 store managers from the three largest grocery store chains in Sweden. The study elicits a framework for firm controlled factors which define customer experience: price, promotion, merchandise, supply chain and location.

Abstract [sv]

Det sker en betydande omvandling i dagens detaljhandelslandskap. Konsumenter hittar nya köpvanor och återförsäljare undersöker olika kanaler för att betjäna kunder i. Iakttagelser indikerar att branschen är på väg mot ett omni-kanal landskap där återförsäljare söker att ge kunderna en enhetlig shoppingupplevelse genom alla försäljningskanaler. Idag är all tillväxt för sällanköpsvaror hänförlig till onlineförsäljning i Sverige, men den svenska dagligvaruhandeln på nätet har legat efter och utgör fortfarande bara 2 procent av den totala marknadsandelen.

En kvalitativ studie genomfördes för att kartlägga utmaningar och möjligheter i distribution för svenska dagligvaruhandlare. Semistrukturerade intervjuer genomfördes med 18 butikschefer från de tre största livsmedelskedjorna i Sverige. Studien använder ett ramverk som kapslar in faktorer som kan kontrolleras av företaget och som tillsammans formar kundupplevelsen: pris, kampanjer, sortiment, logistikkedja och plats.

Place, publisher, year, edition, pages
2019. , p. 52
Series
TRITA-ITM-EX ; 2019:552
Keywords [en]
Grocery retail, E-grocery, E-commerce, Distribution channels, Distribution challenges, Omni-channel, Brick and mortar, Click and Collect, Home Delivery
Keywords [sv]
Dagligvaruhandel, E-dagligvaruhandel, E-handel, Distributionskanaler, Distributionsutmaningar, Omni-channel, Fysiska butiker, Click and Collect, Hemleverans
National Category
Engineering and Technology
Identifiers
URN: urn:nbn:se:kth:diva-264217OAI: oai:DiVA.org:kth-264217DiVA, id: diva2:1372533
Supervisors
Examiners
Available from: 2019-11-25 Created: 2019-11-25 Last updated: 2019-11-29Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
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Output format
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