INTERMARCHE : The expansion of drive-through outlets in the French retail grocery sector

Sophie Ménétrier is head of the e-commerce project at the Intermarché association of independent shopkeepers, which opted for the pick-and-go (click and drive) model. With her team, Sophie contributes directly to the Group's efforts to accelerate the development of its drive-through service, which is proving highly successful amongst internet users in France (Europe).
She talked to François Guliano, member-owner of an Intermarché outlet, who is trying to decide whether or not to develop e-commerce alongside physical sales from his store. In order to help him choose, Sophie starts by analysing the positioning of Intermarché drive-throughs on the French ordinary consumer goods market.

To encourage students to understand retail companies' multi-channel strategy and their development of the drive-through model.
To introduce them to or perfect their knowledge of:
- the specificities of e-commerce and online communication
- the marketing of consumer products sold by retail companies
- strategic analysis
- the particularities of the logistical model of in store picking
- logistical home delivery and non-home delivery services (Durand and Senkel, 2007)
To identify the key success factors of the drive-through model and place them in order of importance.

Logistic - Drive-in - Click and Collect - Retail - E-commerce

Students : Licences, Masters 1, 2, Mastères
MBA, Executive MS

Retail

- PPT: debriefing (7slides)
- Update: January 2018

Année de la problématique : 2018

Livraison : Livraison par lien de téléchargement

Nombre de pages : 16 avec 7 page(s) annexe(s)

Temps d'utilisation : 3h00

Code du secteur d'activité : 15 - Industries alimentaires