Table I

Overview of the case companies

AlphaBetaGamma
Organisation and strategy
Ownership structureCooperativeCooperativeIndependent stores that own core functions together
Retail chains and store formatsSeveral different retail chains and store formatsOne retail chain and several store formatsOne retail chain and several store formats
Online brandOnline brand is separated from the store brandOnline brand is integrated with the store brandOnline brand is integrated with the store brand
OFC categorisation in internal organisationStoreStoreStore
Logistics network
Online order fulfilmentFrom OFCFrom OFC and from selected storesFrom OFC and from all stores that choose to offer online
Number of OFCsOneOneOne
Market coverage for OFCThe entire marketUrban regionUrban region
No. of years with an OFCFive yearsOne yearLess than six months
Major supplier for OFCInternal DC (80–90%)Internal DC (80–90%)Internal DC (80–90%)
Last-mile delivery responsibleExternal transporter with regular trucksExternal transporter with temperature-controlled trucksThe retailer with temperature-controlled trucks
Delivery optionsAttended and unattended home deliveryAttended home deliveryAttended home delivery and delivery to store for pick-up
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