Characteristics of case companies and their context
| Case companies | Fashion F1 | Fashion F2 | Consumer electronics C1 | Consumer electronics C2 | Consumer electronics C3 | Do-it-yourself D1 |
|---|---|---|---|---|---|---|
| Origin | Bricks-and-mortar | Bricks-and-mortar | Bricks-and-mortar | E-commerce | Bricks-and-mortar | Bricks-and-mortar |
| Sales (in relation to C1 = X) | ∼2,5X | ∼2,5X | X | ∼4X | ∼6,5X | 5X |
| Part online sales | ∼10% | ∼10% | Below 10% | +35% | 10–20% | ∼75% construction-site deliveries. ∼20% e-orders |
| Size, national rank in segment | Top-5 | Top-5 | Top-5 | Top-5 | Top-5 | Top-5 |
| # Physical stores | +350 | +350 | +100 | 25–75 | +350 | 25–75 |
| Geographical spread of customers | International | International | Nordic | Nordic | Nordic | Sweden (part of int. company) |
| Overall strategy | Profitability, assortment, sustainability | Cost efficiency, assortment, sustainability | Growth, tied-up capital | Tied-up capital, speed, cost efficiency | Tied-up capital, speed, cost | Growth, service |
| Goods size | Small goods | Small goods | Mix of small and medium-sized goods | Mix of sizes, including bulky goods | Mix of sizes, including bulky goods | Large mix, including bulky goods |
| Goods differentiation | Small | Small | Medium | Large | Large | Very large |
| SKU differentiation (single vs. multipack) | High; multipacks (2–5 items per bag) broken for online orders | High; multipacks (2–5 items per bag) broken for online orders | Low; same SKUs for store and online | Medium; Multipacks broken for single-line order picks | Medium; Differentiate singles and multipacks for medium/large size goods | Medium; certain SKUs in multipacks for large construction-sites |
| Package standardization | High | High | Medium | Medium | Medium | Low |
| Product life cycle, Assortment change | Short; campaign-driven assortment changes | Short; campaign-driven assortment changes | Medium; assortment changed twice per year | Medium; assortment changed four times per year | Medium | Medium; assortment changed yearly |
| Assortment range, # SKUs | ∼20,000 (whereof 11,500 at CW) | ∼5000 | ∼8,500 | ∼6,000 | ∼25,000 (whereof 11,000 at CW) | ∼150,000 (whereof 36,000 at CW) |
| Total number of orders (transactions) per year | 6Y | 6Y | Y | Y | 3,5Y | 2Y |
| Number of online orders per year | ∼500,000 | ∼500,000 | ∼100,000 | ∼1,000,000 | ∼2,000,000 | ∼1,000,000 |
| Average # of order lines per online order | 3,3 | 3,6 | 2–3 | 1–2 | 1–2 | 3–5 |
| Order lines per store | +50 | +50 | +50 | 2–3 | +50 | +50 |
| Click & Collect (C&C) approach and delivery points | C&C for free; home delivery costs | C&C for free, home delivery in few selected countries (70%) | No C&C; home/ pick-up point free; express delivery costs | No C&C; home delivery free; express delivery costs | C&C for free; home delivery costs | Limited C&C; delivered to site (home or construction) |
| Requested order-fulfilment times (online) | 2–4 days | 2–4 days | Next day | Next day | Within 24 h | Over night |
| Demand variation | Large | Large | Medium | Medium | Medium | Medium |
| Product value ($) | low price/unit | low price/unit | Medium - high price/unit | Medium - high price/unit | Medium - high price/unit | Mix |
| Labor costs (country) | High (Sweden) | High (Sweden) | High (Sweden) | High (Sweden) | High (Sweden) | High (Sweden) |
| Case companies | Fashion F1 | Fashion F2 | Consumer electronics C1 | Consumer electronics C2 | Consumer electronics C3 | Do-it-yourself D1 |
|---|---|---|---|---|---|---|
| Origin | Bricks-and-mortar | Bricks-and-mortar | Bricks-and-mortar | E-commerce | Bricks-and-mortar | Bricks-and-mortar |
| Sales (in relation to C1 = X) | ∼2,5X | ∼2,5X | X | ∼4X | ∼6,5X | 5X |
| Part online sales | ∼10% | ∼10% | Below 10% | +35% | 10–20% | ∼75% construction-site deliveries. ∼20% e-orders |
| Size, national rank in segment | Top-5 | Top-5 | Top-5 | Top-5 | Top-5 | Top-5 |
| # Physical stores | +350 | +350 | +100 | 25–75 | +350 | 25–75 |
| Geographical spread of customers | International | International | Nordic | Nordic | Nordic | Sweden (part of int. company) |
| Overall strategy | Profitability, assortment, sustainability | Cost efficiency, assortment, sustainability | Growth, tied-up capital | Tied-up capital, speed, cost efficiency | Tied-up capital, speed, cost | Growth, service |
| Goods size | Small goods | Small goods | Mix of small and medium-sized goods | Mix of sizes, including bulky goods | Mix of sizes, including bulky goods | Large mix, including bulky goods |
| Goods differentiation | Small | Small | Medium | Large | Large | Very large |
| SKU differentiation (single vs. multipack) | High; multipacks (2–5 items per bag) broken for online orders | High; multipacks (2–5 items per bag) broken for online orders | Low; same SKUs for store and online | Medium; Multipacks broken for single-line order picks | Medium; Differentiate singles and multipacks for medium/large size goods | Medium; certain SKUs in multipacks for large construction-sites |
| Package standardization | High | High | Medium | Medium | Medium | Low |
| Product life cycle, Assortment change | Short; campaign-driven assortment changes | Short; campaign-driven assortment changes | Medium; assortment changed twice per year | Medium; assortment changed four times per year | Medium | Medium; assortment changed yearly |
| Assortment range, # SKUs | ∼20,000 (whereof 11,500 at CW) | ∼5000 | ∼8,500 | ∼6,000 | ∼25,000 (whereof 11,000 at CW) | ∼150,000 (whereof 36,000 at CW) |
| Total number of orders (transactions) per year | 6Y | 6Y | Y | Y | 3,5Y | 2Y |
| Number of online orders per year | ∼500,000 | ∼500,000 | ∼100,000 | ∼1,000,000 | ∼2,000,000 | ∼1,000,000 |
| Average # of order lines per online order | 3,3 | 3,6 | 2–3 | 1–2 | 1–2 | 3–5 |
| Order lines per store | +50 | +50 | +50 | 2–3 | +50 | +50 |
| Click & Collect (C&C) approach and delivery points | C&C for free; home delivery costs | C&C for free, home delivery in few selected countries (70%) | No C&C; home/ pick-up point free; express delivery costs | No C&C; home delivery free; express delivery costs | C&C for free; home delivery costs | Limited C&C; delivered to site (home or construction) |
| Requested order-fulfilment times (online) | 2–4 days | 2–4 days | Next day | Next day | Within 24 h | Over night |
| Demand variation | Large | Large | Medium | Medium | Medium | Medium |
| Product value ($) | low price/unit | low price/unit | Medium - high price/unit | Medium - high price/unit | Medium - high price/unit | Mix |
| Labor costs (country) | High (Sweden) | High (Sweden) | High (Sweden) | High (Sweden) | High (Sweden) | High (Sweden) |
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