Last Mile Framework for Omnichannel Retailing. Delivery from the Customer Perspective

  • Wojciech PiotrowiczEmail author
  • Richard Cuthbertson


The aim of this chapter is to explore the last mile delivery logistics in omnichannel grocery retailing. The last mile framework for omnichannel retailing was constructed by combining relevant academic literature with a review of the delivery options offered in an advanced online grocery market. Leading British retailers were investigated to understand their fulfilment and delivery methods from a customer point of view. The variables that have to be taken into account were extracted and then synthesized in the framework. The framework covers issues such as the delivery model (home delivery or Click and Collect), delivery points and their characteristics, as well as consideration of related issues, such as delivery windows, fees, and subscriptions. The framework can be used as a starting point for further academic studies, and can be applied by retailers considering their delivery options and design of logistics operations in multi- or omnichannel retailing.


Retail Omnichannel Supply chain Logistics Fulfilment Delivery Click and Collect Last mile 


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© Springer Nature Switzerland AG 2019

Authors and Affiliations

  1. 1.Supply Chain Management and Social Responsibility, Department of MarketingHanken School of EconomicsHelsinkiFinland
  2. 2.Oxford Institute of Retail ManagementSaïd Business School, University of OxfordOxfordUK

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