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How to serve online consumers in rural markets: Evidence-based recommendations

Author

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  • Sousa, Rui
  • Horta, Carolina
  • Ribeiro, Ricardo
  • Rabinovich, Elliot

Abstract

Online shopping is growing significantly among rural consumers interested in overcoming product assortment limitations in their local markets. Retailers are taking notice, and some are looking for first-mover-advantage opportunities in rural areas where they see greater potential for growth when compared to saturated urban markets. However, expanding to these areas presents significant and unresolved challenges related to last mile fulfillment caused by low levels of population density as well as other socioeconomic and demographic characteristics. In this article, we present an integrated set of recommendations for online retailers to differentiate strategies to serve rural markets efficiently. To that end, we partnered with an online grocery retailer to examine differences between rural and urban consumers across online shopping preferences that significantly impact fulfillment costs. We draw on those differences and existing knowledge on last mile fulfillment operations to propose a tailored consumer value proposition and operational model for last mile fulfillment in rural markets.

Suggested Citation

  • Sousa, Rui & Horta, Carolina & Ribeiro, Ricardo & Rabinovich, Elliot, 2020. "How to serve online consumers in rural markets: Evidence-based recommendations," Business Horizons, Elsevier, vol. 63(3), pages 351-362.
    • Handle: RePEc:eee:bushor:v:63:y:2020:i:3:p:351-362
    DOI: 10.1016/j.bushor.2020.01.007
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    References listed on IDEAS

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    Cited by:

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    2. Arvind Shroff & Satish Kumar & Luisa M. Martinez & Nitesh Pandey, 2024. "From clicks to consequences: a multi-method review of online grocery shopping," Electronic Commerce Research, Springer, vol. 24(2), pages 925-964, June.
    3. Wang, Haibo & Alidaee, Bahram, 2023. "White-glove service delivery: A quantitative analysis," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 175(C).
    4. Fabusuyi, Tayo & Twumasi-Boakye, Richard & Broaddus, Andrea & Fishelson, James & Hampshire, Robert Cornelius, 2020. "Estimating small area demand for online package delivery," Journal of Transport Geography, Elsevier, vol. 88(C).
    5. Vakulenko, Yulia & Arsenovic, Jasenko & Hellström, Daniel & Shams, Poja, 2022. "Does delivery service differentiation matter? Comparing rural to urban e-consumer satisfaction and retention," Journal of Business Research, Elsevier, vol. 142(C), pages 476-484.

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