Has the future of retail arive(d)? An empirical analysis of drivers for the adoption of q-commerce in the consumers durables segment

Abstract

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.

Date of Award	3 Jul 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Miguel Rita (Supervisor)