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July 2014 (Revised August 2014)
Case

AmazonFresh: Rekindling the Online Grocery Market

By: Rory McDonald, Clayton Christensen, Robin Yang and Ty Hollingsworth

More than a decade after the high-profile failures of several early online grocers, grocery remains the largest single U.S. retail category and one of the few that has not yet migrated online. Amazon began testing its grocery-delivery service, AmazonFresh, in Seattle,... View Details

Keywords: Innovation; New Markets; Grocery; Operations Strategy; Innovation and Invention; Strategy; Emerging Markets; Learning; Service Operations; Internet and the Web; Business Model; Food and Beverage Industry; United States

April 2015 (Revised March 2017)
Case

Instacart and the New Wave of Grocery Startups

By: John Deighton and Leora Kornfeld

Instacart is testing an Uber-style solution to the challenge of building a home-delivered grocery business. It is backed by $220 million of venture funding. Will this model succeed where businessses like Webvan failed? What are the questions that this exploratory... View Details

Keywords: Food Retailing; Outsourced Grocery Delivery; Online Ordering; Dynamic Pricing; Data Analytics; Marketing Strategy; Food; Distribution Channels; Business Startups; Food and Beverage Industry; California

November 2015 (Revised June 2017)
Case

Mission Impossible? Yummy77 Delivers Groceries within the Hour

By: Benjamin Edelman

Yummy77 considers alternative operational models to reduce cost, improve speed, and increase appeal. Can one of these approaches succeed where others have failed? View Details

Keywords: Grocery Delivery; Operations; Platforms; Logistics; Distribution; Food; Food and Beverage Industry; Retail Industry; China

March 2017
Teaching Note

AmazonFresh: Rekindling the Online Grocery Market

By: Rory McDonald

Teaching Note for HBS No. 615-013. View Details

Keywords: Innovation; Strategy; New Markets; Grocery; Operations Strategy; Innovation and Invention; Competition; Emerging Markets; Learning; Service Operations; Online Technology; United States

August 2020 (Revised March 2021)
Case

Migros Turkey: Scaling Online Operations (A)

By: Antonio Moreno and Gamze Yucaoglu

The case opens in November 2019 as Ozgur Tort and Mustafa Bartin, CEO and chief large-format and online retail officer of Migros Ticaret A.S. (Migros), Turkey’s oldest and one of its largest supermarket chains, are contemplating what the best fulfillment format and... View Details

Keywords: Retail; Grocery; Business Model; Emerging Markets; For-Profit Firms; Strategy; Digital Platforms; Information Technology; Technology Adoption; Value Creation; Globalization; Competition; Expansion; Logistics; Profit; Resource Allocation; Corporate Strategy; Turkey

November 2019 (Revised December 2020)
Case

Grupo Éxito: Facing Colombia's Competitive Grocery Retail Industry

By: José B. Alvarez, Carla Larangeira, Jenyfeer Martinez Buitrago and Miguel Diaz Moreno

Grupo Éxito, a leading South American retailer, faced declining market shares in Colombia in 2019 with the arrival of low-cost competitors and emerging digital trends. Originally founded in Medellín, Éxito had over the course of its seventy-year history evolved from a... View Details

Keywords: Grocery; Market Share; Information Technology; Trends; Competitive Strategy; Retail Industry; Colombia; Latin America

August 2020 (Revised March 2021)
Supplement

Migros Turkey: Scaling Online Operations (B)

By: Antonio Moreno and Gamze Yucaoglu

The case opens in February 2020 as Ozgur Tort and Mustafa Bartin, CEO and chief large-format and online retail officer of Migros Ticaret A.S. (Migros), Turkey’s oldest and one of its largest supermarket chains, are looking over the results of the fulfillment pilot the... View Details

Keywords: Grocery; Business Model; Strategy; Digital Platforms; Information Technology; Technology Adoption; Value Creation; Globalization; Competition; Expansion; Logistics; Profit; Resource Allocation; Corporate Strategy; Retail Industry; Turkey

January 2021 (Revised March 2021)
Exercise

E-Commerce Analytics for CPG Firms (C): Free Delivery Terms

By: Ayelet Israeli and Fedor (Ted) Lisitsyn

The E-Commerce Analytics group at the traditional CPG firm was in charge of compiling various online sales reports, as well as making data-driven recommendations for sales and marketing tactics. In a series of exercises, students address different data challenges for... View Details

Other Article

The Market That Wasn't: The Non-emergence of the Online Grocery Category

By: Chad Navis, Greg Fisher, Ryan Raffaelli and Mary Ann Glynn

We examine the non-emergence of a potential new market category. In the late 1990s the entrepreneurial firms that attempted to sell groceries online attracted significant resources, made meaningful technological advancements and generated immense publicity, yet online... View Details

Keywords: Internet and the Web; Food; Emerging Markets; Service Industry; Food and Beverage Industry

January 2021 (Revised March 2021)
Supplement

E-Commerce Analytics for CPG Firms (C): Free Delivery Terms

By: Ayelet Israeli and Fedor (Ted) Lisitsyn

The E-Commerce Analytics group at the traditional CPG firm was in charge of compiling various online sales reports, as well as making data-driven recommendations for sales and marketing tactics. In a series of exercises, students address different data challenges for... View Details

2015
Working Paper

The Market That Wasn't: The Non-Emergence of the Online Grocery Category.

By: C. Navis, G. Fisher, Ryan Raffaelli and Mary Ann Glynn

In this paper, we examine the non-emergence of a potential new market category. In the late 1990s, the entrepreneurial firms that attempted to sell groceries online in the US attracted significant resources, made impressive technological advancements, and generated... View Details

Keywords: Emerging Markets; Failure; Food; Online Technology; Food and Beverage Industry; Web Services Industry

November 1999 (Revised March 2003)
Case

Webvan: Groceries on the Internet

By: John A. Deighton and Kayla Bakshi

What are the prospects for grocery shopping on the Web? This case invites a comparison of seven business models, with particular emphasis on Webvan. Why does the investment community value Webvan at $7.8 billion after less than six months of operating experience, and... View Details

Keywords: Business Model; Experience and Expertise; Investment; Information; Marketing; Distribution Channels; Service Delivery; Cognition and Thinking; Internet and the Web; Retail Industry; Service Industry

December 2015 (Revised February 2016)
Case

Ocado

By: José Alvarez, David E. Bell and Damien McLoughlin

In 2015, U.K.-based Ocado was the world's largest pure player in the online home-delivery grocery business and was gaining a growing share of the highly competitive U.K. grocery market. Ocado had made heavy investments in technology, including a highly automated... View Details

15 May 2007
Working Paper Summaries

I’ll Have the Ice Cream Soon and the Vegetables Later: Decreasing Impatience over Time in Online Grocery Orders

Keywords: by Todd Rogers, Katherine L. Milkman & Max H. Bazerman; Food & Beverage

March 2010
Article

I'll Have the Ice Cream Soon and the Vegetables Later: A Study of Online Grocery Purchases and Order Lead Time

By: Katherine L. Milkman, Todd Rogers and Max Bazerman

How do decisions made for tomorrow or two days in the future differ from decisions made for several days in the future? We use data from an online grocer to address this question. In general, we find that as the delay between order completion and delivery increases,... View Details

Keywords: Time Management; Service Delivery; Internet and the Web; Decisions; Customers; Retail Industry

Find at Harvard

2007
Working Paper

I'll Have the Ice Cream Soon and the Vegetables Later: A Study of Online Grocery Purchases and Order Lead Time

By: Katherine L. Milkman, Todd Rogers and Max H. Bazerman

How do decisions made for tomorrow or two days in the future differ from decisions made for several days in the future? We use data from an online grocer to address this question. In general, we find that as the delay between order completion and delivery increases,... View Details

Keywords: Internet and the Web; Food; Decision Choices and Conditions; Conflict and Resolution; Emotions; Cognition and Thinking; Retail Industry; Food and Beverage Industry

26 Feb 2014
Research & Ideas

How Grocery Bags Manipulate Your Mind

out that an everyday item has the power to act as both angel and devil every time we go to the grocery store. It lurks in car trunks and pantries all over the world, waiting to guide us simultaneously down paths of virtue and vice. What... View Details

Keywords: by Carmen Nobel; Retail

June 2022 (Revised October 2022)
Background Note

Digital Commerce and Delivery: Preparing Food and Retail Value Chains for a 50-50 World

By: William R. Kerr, Daniel O'Connor, Paige Boehmcke and Will Ensor

Increasing digitalization of grocery retail and quick commerce reveals insights about managing complex supply chains at scale and shifting revenue streams from product sales to data monetization. How are the roles of retailers changing? What happens if marginal cost... View Details

Keywords: Grocery Delivery; Grocery; Digitalization; Fulfillment; Delivery; Supply Chain; Disruption; Food; Supply Chain Management; Market Design; Trends; Value Creation; Goods and Commodities; Customer Value and Value Chain; Digital Transformation; Retail Industry; Food and Beverage Industry; United States; China

2019
Working Paper

The Effect of Payment Choices on Online Retail: Evidence from the 2016 Indian Demonetization

By: Chaithanya Bandi, Antonio Moreno, Donald Ngwe and Zhiji Xu

The Indian banknote demonetization in 2016 was one of the most significant international events of that year. Overnight, 86% of Indian currency in circulation was declared invalid unless exchanged for new bills. The sudden and unexpected demonetization constituted a... View Details

Keywords: Cash On Delivery; Online Retail; Product Returns; Payment Methods; Digitization; Emerging Markets; Currency; Internet and the Web; Demand and Consumers; Retail Industry; India

July 2022
Supplement

Solution for E-Commerce Analytics for CPG Firms (C): Free Delivery Terms

By: Ayelet Israeli

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