Development of e-commerce subscription model for fast-moving consumer goods in Portugal: A case study

• Autor(a) principal: Pacheco, Vanessa da Silva
• Data de Publicação: 2017
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/26029
• topic: Comércio eletrónico -- E-commerce; Subscription based model; Supply chain; FMCG; Continente online; Subscrições; Cadeia de abastecimento -- Supply chain; Bens de consumo rápido

The competitiveness of food retailing and the consequent demand for differentiation has been the focus of companies in this sector, centring their attention on a customer who seeks convenience, proximity and personalization in the service. The increase of online sales and the stagnation of conventional formats led to models such as subscription of products and services to appear in the positioning of the main international retailers. Given this framework, this study arose with the objective of developing a subscription model for Fast-moving Consumer Goods in the Portuguese market. For theoretical support of this problem, a Literature Review was developed on the concepts: E-commerce, subscription models, supply chain in E-commerce, FMCG and consumers in the online channel. In response to the objectives, a case study approach was used, applied to Continente Online, and all data were collected through: observation of the company's processes and database, interviews with department managers and application of an online questionnaire. When combined with international/national benchmark and the analysis of the current Continente subscriptions, it was concluded that this recurrent purchase model is valued when based on products that the customer typically consumes (groceries, dairy products and detergents), without delivery cost and with permanent discount. The delivery should occur in short periods of post-work hours, being the order paid at the same time. To this end, a decentralized operational model should be implemented and a subscriptions area created in the current "Lists" menu of the site.