SLab Study “E-shopping of rural and urban customers”

SLab developed a study, in collaboration with a large retail company, which sought to understand the differences between rural and urban customers when buying online, with the aim of assisting strategic decisions of retail companies with regard to the efficiency of fulfilment operations.

The results show that rural customers, when compared to urban customers, buy fewer different items (SKUs) and perishable products, a larger number of large items (which do not fit into a conventional supermarket bag), and a higher proportion of “wants” (vs “needs” – basic needs, items we need to survive); order more in advance (higher lead times) and choose shorter delivery windows. These results have implications for retailers, in particular the transport of orders, the fulfilment strategy and the variety of products to be offered in these areas.