Retail Relay (a)

delete Pub Date : 2017-01-01 DOI:10.2139/ssrn.2974674
Kelly Brandow
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Abstract

Specializing in local, organic meat and produce, Retail Relay developed a new business model for online grocery shopping and delivery. Having succeeded in the small market of Charlottesville, Virginia, it was considering expanding to other, larger markets. This case focuses on customer lifetime value analysis and how this analysis, when paired with previous experience with consumer promotions, can guide thinking in developing the best strategies and tactics for entering new markets. Excerpt UVA-M-0784 Rev. Jun. 3, 2014 Retail Relay (a) The last-mile delivery cost kills most home-delivery businesses. I knew we could find a better way. —Zach Buckner, CEO of Retail Relay During the summer of 2007, Zach Buckner, the 31-year-old founder and CEO of Retail Relay, was again confronted with an ongoing frustration of daily suburban life. After his third trip to a local hardware store to get supplies for the same home improvement project, Buckner realized that a one-day project had now effectively become an all-weekend affair. He had spent more time shopping than installing new wiring in his 1930s-era house. Buckner had studied electrical and systems engineering and completed many consulting assignments for companies looking to improve their business operations. He drew on that knowledge and experience to come up with the concept of Retail Relay (Figure 1). And a new paradigm for online shopping was born. . . .
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零售继电器(a)
Retail Relay专门经营本地有机肉类和农产品,开发了一种新的在线杂货购物和配送业务模式。在弗吉尼亚州夏洛茨维尔的小市场取得成功后,该公司正考虑向其他更大的市场扩张。本案例的重点是客户终身价值分析,以及这种分析如何与以往的消费者促销经验相结合,指导开发进入新市场的最佳战略和战术。零售接力(a)最后一英里的配送成本扼杀了大多数送货上门的企业。我就知道我们能找到更好的办法。2007年夏天,31岁的Retail Relay创始人兼首席执行官扎克•巴克纳再次对日常郊区生活感到沮丧。在他第三次去当地一家五金店为同一个家装项目采购用品后,巴克纳意识到,一天的项目现在实际上已经变成了整个周末的事情。他花在购物上的时间比花在安装新电线上的时间还多。巴克纳曾学习电气和系统工程,并为希望改善业务运营的公司完成了许多咨询任务。他利用这些知识和经验,提出了零售接力的概念(图1)。一种新的在线购物模式诞生了. . . .
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