German Grocery Retail Market Size

Working Paper Series

Concepts, challenges and market potential for online food retailing in Germany

DEPARTMENT OF BUSINESS POLICY AND LOGISTICS

Edited by Prof. Dr. Dr. h.c. Werner Delfmann

Working Paper 108

Concepts, challenges and market potential for online food retailing in Germany

Study by A.T. Kearney and the Department of Business Policy and Logistics of the University of Cologne

Authors University of Cologne

Werner Delfmann Sascha Albers Ralph Müßig Felix Becker Finn K. Harung Hannah Schöneseiffen Vitaly Skirnevskiy

A.T.Kearney

Mirko Warschun Jens Rühle Philipp Bode Christian Kukwa Niklas Vogelpohl

University of Cologne Faculty of Management, Economics and Social Sciences

1

Delfmann, Werner; Albers, Sascha; Müßig, Ralph; Becker, Felix; Harung, Finn K.; Schöneseiffen, Hannah; Skirnevskiy, Vitaly; Warschun, Mirko; Rühle, Jens; Bode, Philipp; Kukwa, Christian; Vogelpohl, Niklas: Concepts, challenges and market potential for online food retailing in Germany. Working Paper 108 of the Department of Business Policy and Logistics, University of Cologne, Cologne, 2011.

All rights reserved. © The authors, Cologne, 2012.

Concepts, challenges and market potential for online food retailing in Germany

Contents

1 2 3 3.1 3.2 3.3 3.4 4 4.1 4.2 4.3 5 5.1 Introduction ....................................................................................................................... 5 The German grocery market ............................................................................................ 6 Main business models in online food retailing ................................................................ 7 Shadow warehouse based click & collect service ............................................................ 8 Shadow warehouse based home delivery ....................................................................... 10 Store based home delivery...