THE WHEEL OF RETAILING IS STILL SPINNING: PROMISES, COMPROMISES, AND PITFALLS OF QUICK-COMMERCE

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

In the fast-paced retailing environment, consumers’ needs still drive purchase decisions. Yet, the increasing diffusion of new technologies and new business models suggests that shopping is on the verge of a quantum jump into a realm where innovations, driven by newer digital-native players, are changing the game of retailing and setting its future developments. Ultrafast deliverers fully belong to this category: with the defiant promise of delivering goods in less than 30 minutes, they are shifting the paradigms of e-commerce into the newborn construct of Quick Commerce (Q-Commerce). Since everything comes at a price, this paper provides a definition of Q-Commerce and discuss the challenges faced by ultrafast deliverers in keeping the wheel of retailing move forward but not without a few compromises to the retailing-mix.
Original languageEnglish
Title of host publicationNEXT GENERATION MARKETING. People, Planet, Place: cooperation & shared value for a new era of critical marketing (Proceedings)
Pages1-12
Number of pages12
Publication statusPublished - 2022
EventXIX^ SIM Conference - Salerno, Campus di Fisciano, Università degli studi di Salerno - Paestum
Duration: 20 Oct 202221 Oct 2022

Conference

ConferenceXIX^ SIM Conference
CitySalerno, Campus di Fisciano, Università degli studi di Salerno - Paestum
Period20/10/2221/10/22

Keywords

  • quick-commerce, ultrafast delivery, retail business model, content analysis, customer experience, frictionless retailing

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