Quick-Commerce als Distributionsstrategie: Integration in Produktkategorien unter Berücksichtigung logistischer und kundenbezogener Anforderungen

Abstract

Quick-Commerce (QC) has become an indispensable sales model in urban areas, characterized by its focus on speed and immediacy. Many retail companies are now faced with the question of how to integrate this model efficiently into their existing supply chains—without jeopardizing operational stability, customer satisfaction, or their sustainability goals. The implementation is particularly challenging in more complex product categories such as plants, drugstore items, or pharmaceutical products, which require specific conditions regarding logistics, freshness, and discretion. This master’s thesis addresses these challenges from a practical perspective, aiming to identify strategic and operational success factors for the integration of QC. Following a theoretical classification of quick commerce within existing retail and supply chain models, a qualitative investigation was conducted based on eleven semi-structured expert interviews. The participants included representatives from retail companies, platforms, pharmacies, and interest representation. Additionally, a structured self-reflection from the perspective of a retail organization was integrated. The interviews were analyzed using MAXQDA software, with a developed coding system applied to all transcripts. The analysis focused on four research questions concerning prerequisites, logistical requirements, customer expectations, and sustainability aspects. The findings show that QC cannot be implemented as a one-size-fits-all solution. Instead, it requires a tailored strategic positioning and comprehensive organizational preparation. Critical factors include the selection of suitable product categories (e.g., accessories, gifts, care products), the assurance of reliable real-time inventory, and seamless technological integration with platforms. Identified challenges include seasonal workload peaks, limited resources in brick-and-mortar stores, interface complexity, and legal constraints. At the same time, QC offers opportunities to reach new target groups, promote impulse purchases, and open up additional sales channels. Based on these insights, eight strategic recommendations were developed for retail companies, including the need for a curated assortment, a phased rollout strategy, and a sustainable design of delivery processes. QC is evaluated as a complementary component of modern omnichannel strategies—promising significant potential but also requiring substantial implementation efforts.

Date of Award	2025
Original language	German (Austria)
Supervisor	Sylvia Völker (Supervisor)