E-Fulfillment im Omni-Channel-Retail – Analyse und Bewertung von E-Fulfillment-Varianten am Beispiel des Unternehmens dm drogerie markt GmbH

Abstract

Due to the growing importance of online retail and the integration of multiple sales channels, many companies have evolved over the past decades from single-channel to omni-channel enterprises.3 In addition to traditional physical retail structures, the e-commerce channel enables companies to reach consumers beyond regular business hours. The conventional bridging functions of retail – in terms of time, assortment, information, quality, and distance – are increasingly being challenged by the use of information technologies and modern logistics strategies. One of the key challenges lies in enabling customers to enjoy a seamless, cross-channel shopping experience while simultaneously ensuring that internal business processes are precisely planned to guarantee smooth operations. This paper addresses, among other aspects, the fundamental definitions related to ecommerce and the market development in Austria. It also provides a basic understanding of the term e-fulfillment and examines in detail the resulting logistical challenges in the context of omni-channel-retailing. The third chapter presents the possible approaches of internal and external e-fulfillment models and outlines general recommendations for designing such models in omni-channel-retail enterprises. 4 As a result of this work, the decision-relevant factors for selecting an e-fulfillment model for omni-channel companies are systematically presented in a structured literature review and summarized in a tabular format. In addition, data and cost analyses of the e-fulfillment models used in three of dm drogerie markt GmbH associated countries are conducted. Based on the collected cost data, the most cost-efficient and economically viable efulfillment model employed by dm drogerie markt GmbH is identified. Furthermore, a general overview of the company's e-commerce development is provided. The study also includes evaluations regarding the efficiency of the analyzed models.

Date of Award	2025
Original language	German (Austria)
Supervisor	Sabine Bimminger (Supervisor)