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Consumer Direct Logistics
Up one levelThis publication explores the impact of Consumer Direct Operations on companies’ logistics. It analyses current consumer direct operations and establishes a number of scenarios and their requirements and consequences – a useful guide for those companies looking to establish themselves on the consumer direct market, by Fraunhofer Application Center for Transport and Logistics (2002)
This is a report on Consumer Direct Business with the focus set on Fast Moving Consumer Goods (FMCG). At the same time it is a report on Smart Practices in Logistics.
Consumer Direct, i.e. selling and delivering to the consumers doorstep by means of modern (communication) technology, was estimated in 2,000 by ECR demand side research to reach a market share of more than 10 % in Europe by the year 2010. In these studies conducted by Roland Berger the focus was primarily set on the marketing aspects of e-commerce. Soon research on logistics and information exchanges, regarded as the key enablers for efficient Consumer Direct operations, were missed by practitioners in the ECR environment. To close the gap the supply side of ECR Europe set up a project designated to research the field called "Consumer Direct Logistics". Not only the spectacular dot.com failures of the last months, but also the silent success of some other players in the field impressively underline the necessity to investigate logistics as a key success factor in addition to strategy and marketing in the Consumer Direct Business.