A Review of Instant Retailers' “O2O with Home Delivery” Strategies
DOI:
https://doi.org/10.54691/az3kfz98Keywords:
Instant Retail; O2O With Home Delivery; Influencing Factors; Strategiesaper.Abstract
With the accelerated integration of online and offline consumption scenarios, the scale of instant retail market is growing rapidly. On the basis of combing existing literature, this paper discusses the current situation and characteristics of instant retail ‘O2O to home’ mode, and summarises and reviews the research on three important factors affecting instant retail enterprises' “ O2O with home delivery” mode, so as to provide a theoretical basis for small and medium-sized retail enterprises to formulate strategies for participating in instant retail. It also summarises and reviews the research on three important factors affecting instant retailers' “ O2O with home delivery”, providing a theoretical basis for small and medium-sized retailers involved in instant retail to formulate strategies. By summarising and analysing the literature, we explore the shortcomings of the existing research results and point out the research directions that can be considered in the future.
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