Merge-in-transit retailing: a micro-business perspective

Abstract

This paper suggests links between Postponement, Mass Customization and Rapid Fulfilment in the light of Merge-In-Transit Retailing (MiT). The paper discusses that the value offered by MiT implementations can only be exploited if these operational strategies are well-understood. An extension of this concept is explored to critically weight whether MiT is a feasible strategy in the context of Micro-Businesses (MBs). MBs are usually treated as if they were big corporations that mainly follow economic-based drivers. However, MBs’ owners operate according to additional motivations such as family-orientation, heritage, life style or prestige. So far limited work has been published on MiT and their operational supporting strategies in the context of MBs. The paper contributes in the deeper understanding the logistics under the Internet Retailing therefore his impact is promising. Its orientation towards MBs provides an original review to a sector that is usually neglected. Managers and people in charge in the design and operations of logistics systems supporting internet retailing can find this paper of interest as the four linked concepts have not been yet discussed together. The paper can be of particular interest for MBs’ owners.