Modelos logísticos de alargamento geográfico de entregas no formato click & pick

: o caso do e-commerce da Sonae MC

Abstract

E-commerce offers customers the convenience of a shop available 24 hours a day, 7 days a week. For this reason, the expectations and demands from customers increase and they seek innovative and differentiated buying experiences. On the other hand, retailers want to offer distinct services that enable them to reduce costs but still reach more customers, by turning the customer accountable for the well-known last mile. Services like click & collect, allowing the collection of orders placed on an online store through a pick-up point, are actually one of the increasingly sought solutions. However, for these services to be considered a plus point, either to consumers or to retailers, the processes associated with them must be simple, efficient and fast. Continente’s online store had available, in the physical stores where they operate, a service for picking up online orders, called Click & Pick, which had an average duration of 12 minutes and exposed the customers to queues, returns and complaints and even audits. In the scope of this work a reformulation of the Click & Pick service was performed, which gave it a new image and reduced by 50% its duration, turning it hassle-free for the customer. In order to boost Click & Pick sales, and considering the infrastructure of all the stores under the jurisdiction of the brand Continente, a model of geographical expansion of Click & Pick’s pick-up points is presented, which is based on the typology of their stores.

Date of Award	16 Jul 2014
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Rui Sousa (Supervisor)