New research suggests that encouraging in-store pickup over home delivery could lead to more profitable sales, higher market shares, and sustainability-performance gains.
May 31, 2024
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The authors’ research found that by providing consumers with information on the environmental and social impact of home deliveries, omnichannel retailers could capture $100 billion worth of market share from Amazon. It would also allow them to increase margins and make their own businesses more sustainable.
The allure of online shopping is undeniable. As Amazon has shown, consumers can receive delivery of almost any product with the simple click of a mouse or touch of a screen. No wonder e-commerce sales have more than doubled over the past five years and continue to grow.
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Rodney Thomas is an associate professor of supply chain management and advisor to the Customer Centric Leadership Initiative at the University of Arkansas’s Sam M. Walton College of Business.
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Travis Tokar is a professor of supply chain management at Texas Christian University’s Neeley School of Business.
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Remko Van Hoek is a professor of supply chain management at the University of Arkansas’s Sam M. Walton College of Business and advises companies on procurement transformation. He previously served as a chief procurement officer at a number of companies.
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New!
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Marketing Essentials Course
Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Marketing Essentials. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Learn how to communicate with your customers—strategically.
