the development of an approach to online category management with Unilever's e-commerce drugstore trade partners in Germany

Abstract

This paper encompasses implications for retailers and manufacturers on how to encounter the complex and emerging e-commerce market for fast-moving-consumer-goods by building up consumer-focused competitive advantages, such as Online Category Management (OCM). Research was conducted to learn about shoppers’ needs and expectations for a satisfactory online shopping experience, and to indicate that the current online shops in Germany lack convenience and shopper orientation. Results imply that aspects of experience can be positively influenced by measures of Category Management, provided that they are adapted to online characteristics. This suggests that the development of OCM should be considered an important tool to contribute to shopper loyalty and to the growth of the online channel in Germany.