Stanley Frederick W.T. Lim, Xin Jin and Jagjit Singh Srai (2017) Consumer-driven e-commerce: A literature review, design framework, and research agenda on last-mile logistics models, Institute for Manufacturing, Department of Engineering, University of Cambridge, Cambridge, UK,  Vol. 48 No. 3, 2018 pp. 308-332

Augustin Kroell & Aurélien Pinchard

Mots clés : Logistique du dernier kilomètre, point de pénétration, point de destination préféré du destinataire final, commodité physique, commodité de temps

L’objet de cet article est d’étudier les solutions actuelles concernant la livraison à domicile et la logistique du dernier kilomètre dans le cadre urbain.

L’article fait remarquer que malgré l’engouement présenté par le consommateur pour la livraison à domicile et ses solutions flexibles, les entreprises de distributions peinent à innover dans ce secteur du fait de sa fragmentation et de sa complexité. De nombreuses sociétés ont tenté d’implanter en milieux urbain de nouveaux services mais la difficulté pour les distributeurs est de trouver un bon équilibre entre le bon prix et les attentes du consommateur au regard des nouveaux canaux de distribution ainsi que de la qualité des services proposés.

• En premier lieu, nous analyserons la définition que donnent les auteurs du terme dernier kilomètre
• Dans un second temps nous nous intéresseront à deux variables déterminant le modèle de logistique du dernier kilomètre : la commodité physique et la commodité de temps

Développement :

Selon Stanley Frederick W.T. Lim, Xin Jin et Jagjit Singh Srai la logistique du dernier kilomètre est définie comme « le dernier tronçon d’un service de livraison de colis d’une entreprise à un consommateur (B2C). Il a lieu du point de pénétration de la commande au point de destination préféré du destinataire final.» (Stanley Frederick W.T. Lim, Xin Jin et Jagjit Singh Srai, 2017, p 310)

La logistique du dernier kilomètre inclus donc deux paramètres : Le lieu du point de pénétration et le lieu du point de destination choisi par le consommateur.

La structure de la logistique du dernier kilomètre implique le mouvement linéaire d’un produit allant de la source jusqu’au consommateur. Ceci pouvant avoir que trois formes de base:

(1) Poussée: produit «envoyé» au code postal du consommateur par une personne autre que le consommateur;
(2) Tendu: produit «récupéré» de la source du produit par le consommateur; et
(3) Hybride: produit «envoyé» vers un site intermédiaire, à partir duquel le produit est «récupéré»
par le consommateur.

Le lieu du point de pénétration :

Le concept de point de pénétration de la commande est introduit par Fernie et Sparks comme étant le point de départ du dernier kilomètre. Le lieu du point de pénétration de la commande est donc la localisation de l’entrepôt ou du magasin depuis lequel est activé le processus d’approvisionnement lancé par la commande du consommateur.

Le lieu du point de destination préféré par le consommateur :

Le point de destination préféré par le consommateur est défini par Stanley Frederick W.T. Lim, Xin Jin et Jagjit Singh Srai comme le lieu ou la commande est délivrée. Le lieu de destination de la commande est décidé par le consommateur il peu être sa maison, son bureau, une « reception box » (consigne) ou un point relais.

La commodité physique :

La commodité physique du consommateur est plus élevée pour les modèles utilisant la livraison directe à domicile car presque aucun déplacement du consommateur n’est nécessaire. Cependant, la commodité physique est plus faible pour les modèles nécessitant une collecte effectuée par le consommateur, car ces modèles nécessitent que les consommateurs de se rendent physiquement sur les sites de ramassage.

Il existe cependant un intermédiaire présent dans les situations où le lieu de ramassage se situe sur le trajet travail-domicile par exemple.

La commodité de temps :

Les modèles de livraison impliquant un ramassage effectué par le consommateur conviennent mieux au consommateur ayant une plus grande disponibilité de temps pour la prise de commande; la livraison à domicile étant préférée par le consommateur disposant de peu de temps. Ces modèles offre une fenêtre de temps plus large ce qui convient au consommateur ayant une flexibilité de temps.

Conclusion :

L’étude nous montre que le type de logistique du dernier kilomètre réponds aux différentes commodités souhaitées par le consommateur, La logistique du dernier kilomètre dite « poussée » est adapté aux demandes des consommateurs privilégiant la commodité de temps à la commodité physique. Inversement, la logistique du dernier kilomètre dite « tendue s’axe autour du temps de réponse des commandes, de la visibilité des commandes et de la qualité de service en matière de retour du produit. Cela est largement observé sur les marchés où les consommateurs souhaitent grande commodité physique, faible personnalisation des produits et grande variété de produits.

L’étude explique également l’émergence de systèmes hybrides où la capacité et l’excellence du service est fournie par des groupes de variables contingente particulièrement adapté aux consommateurs privilégiant la commodité physique à celle du temps.

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