Inside the Future of Shopping Malls - Logistics Approaches for Enhancing the Collection Efficiency of Online Retail Orders from Shopping Malls by Delivery Agents

Abstract: Background: The rise of e-commerce has revolutionized the retail industry, with consumers now able to purchase goods online and receive their orders promptly at their doorstep. The COVID-19 pandemic has accelerated this trend, leading to traditional retailers reimagining their strategies and embracing omnichannel approaches to meet the growing demand for fast deliveries. E-commerce giants such as Amazon and the food industry have already established themselves as leaders in this area. As a result, retailers and shopping malls have had to evolve their logistics strategies to meet the evolving demands of online consumption. The challenges retailers face include the logistics of transporting their products to their consumers' homes in the shortest amount of time, particularly in dense urban areas where congestion is prevalent. To solve these challenges, some retailers have started shipping products from their stores in urban areas and using delivery agents who drive smaller vehicles. Purpose: The purpose of this thesis is to (1) Identify the main problems that different stakeholders experience during the pickup process from the malls. (2) Identify and consider the feasibility of reducing the problems through a range of logistics approaches that are more effective. Method: This thesis is an opportunist case study based on qualitative and exploratory research with an interpretive approach where five interviews were the main primary sources. The thesis collaborated with a logistics company to gain further insights into the topic. Furthermore, secondary sources were mainly gathered from the University of Gothenburg’s library database for peer-reviewed articles and other academic literature. Google search was employed to discover relevant articles and journals pertaining to the topic, while ChatGPT served as a writing tool in the thesis, enhancing its overall quality. Conclusion: In this thesis, the challenges faced by shopping malls and retailers in the digital age are explored, emphasizing the importance of innovation and stakeholder management to streamline the process of collecting online retail orders and offering instant deliveries to consumers. The potential benefits of modern technology, along with particularly parcel lockers, are identified as a means of enhancing the service experience and gaining a competitive advantage for malls. A key factor in the success of this strategy is determining the optimal location for parcel lockers within the shopping mall to facilitate easy pickup of orders by delivery agents. To address the research questions, a multifaceted approach is employed that considers the needs of all stakeholders and aims to balance their interests to achieve mutually beneficial solutions. Effective communication channels and regular feedback mechanisms are essential to ensure stakeholder involvement in decision-making processes. Overall, this study highlights the potential of a collaborative approach and modern technology to optimize the supply chain and create a unique selling proposition that benefits all relevant actors.