Feeding the nation — Dynamic customer contacting for e-fulfillment in times of crisis


Schwamberger, Jonas ; Fleischmann, Moritz ; Strauss, Arne



DOI: https://doi.org/10.1287/serv.2022.0304
URL: https://pubsonline.informs.org/doi/10.1287/serv.20...
Dokumenttyp: Zeitschriftenartikel
Erscheinungsjahr Online: 2022
Titel einer Zeitschrift oder einer Reihe: INFORMS Journal on Applied Analytics
Band/Volume: tba
Heft/Issue: tba
Seitenbereich: tba
Ort der Veröffentlichung: Catonsville, MD
Verlag: INFORMS
ISSN: 0092-2102 , 1526-551X
Sprache der Veröffentlichung: Englisch
Einrichtung: Fakultät für Betriebswirtschaftslehre > ABWL u. Logistik (Fleischmann 2009-)
Fachgebiet: 330 Wirtschaft
Freie Schlagwörter (Englisch): demand management , e-groceries , click & collect , attended home delivery , contacting
Abstract: The outbreak of the COVID-19 pandemic led demand for online grocery orders for both click & collect (C&C) and attended home delivery (AHD) to outstrip delivery capacity by a wide margin. In the United Kingdom, the booking systems of some e-retailers could not handle the flood of incoming requests, forcing the retailers to proactively reach out to certain priority customer segments with the aim of serving as many high-priority customers as possible. To determine when to contact each customer segment in this extraordinary demand environment, we investigate the new demand management concept of proactively contacting customers. We first develop a decision policy for the C&C fulfillment method to address the problem of when to contact customers. We then extend this approach to the AHD setting. To cope with increased problem complexity, we propose a three-step procedure to solve this problem. First, we subdivide the delivery area into smaller subareas; second, we select the most promising subareas; and third, we determine which customers to contact within the chosen subareas. To gain managerial insights and to show the practical benefits of our approaches, we apply both approaches to realistic data from the London area. Our results show that proactive customer contacting allows for a tailored allocation of scarce capacity in e-groceries. We conclude with a discussion on how these contacting techniques can be valuable in postcrisis times.




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