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Removing barriers for grocery stores: O2O platform and self-scheduling delivery capacity

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  • He, Bo
  • Mirchandani, Prakash
  • Wang, Yong

Abstract

An O2O (Online-to-Offline) channel has advantages over brick-and-mortar retailing and traditional e-commerce in the local market as it facilitates grocery retailers to offer online retailing and offline home delivery. This paper studies how an O2O platform can attract physical (offline) grocery retailers through pricing and market expansion, and customers by providing shopping convenience and home-delivery. We analyze both when the O2O platform has self-scheduling delivery capacity and when it does not. We find that two widely used pricing schemes—revenue sharing and fixed fee—are equivalent. If the O2O platform does not itself have any self-scheduling delivery capacity, it outsources home-delivery service to a delivery platform, which may result in incentive misalignment. We find that it is not always necessary for the O2O platform to coordinate the decentralized system. Under some conditions, the decentralized system will yield higher profit than the centralized system due to the risk protection effect. If coordination is needed, we propose subsidy contracts for the O2O platform to align its and the delivery platform’s objectives.

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  • He, Bo & Mirchandani, Prakash & Wang, Yong, 2020. "Removing barriers for grocery stores: O2O platform and self-scheduling delivery capacity," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 141(C).
    • Handle: RePEc:eee:transe:v:141:y:2020:i:c:s1366554520306876
    DOI: 10.1016/j.tre.2020.102036
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    Cited by:

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    3. He, Bo & Mirchandani, Prakash & Shen, Qichao & Yang, Guang, 2021. "How should local Brick-and-Mortar retailers offer delivery service in a pandemic World? Self-building Vs. O2O platform," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 154(C).
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    7. Tsai, Pei-Hsuan, 2024. "Exploring consumer purchase intention in cross-boundary retail alliances with gamified OMO virtual-physical fusion services," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).

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