E-livsmedel 2.0
En kvalitativ studie av livsmedelsbutikers e-handelssatsningar
In this day and age we carry out our purchases through different channels. We can shop our clothes and computers in a store or online. Nowadays we can even purchase our groceries through the Internet. The biggest retailer chains within groceries in Sweden have established virtual stores online and are distributing the goods in cities throughout the country. This thesis is dedicated to investigating crucial success factors when going about selling groceries online. Our main research question for this study is ?How should a grocery design their business if they want to be successful selling groceries online?. To answer this question we have used a qualitative method when we carried out our empirical research. We conducted interviews with directors and managers of stores who sell groceries online as well as in stores who don?t. The focus of the study has been on those interviews but we have also gathered relevant models and theories from areas like e-commerce. Our findings have shown us that a grocery who wants to be successful with a virtual store needs to have the right size and location. Furthermore we have concluded that a store needs specific equipment as well as a thought out information systems. We hope our findings can work as a blueprint for the store that wants to sell groceries through the Internet.