Kim S, Maslowska E, Tamaddoni A, (2019), The paradox of (dis)trust in sponsorship disclosure: The characteristics and effects of sponsored online consumer reviews, Decision Support Systems, Vol. 116, pp. 114-124

Mots clés : Bouche à oreille digital, Avis des consommateurs en ligne, Parrainage, Persuasion, Attitude, Intention d’achat.

Résumé : Les avis de consommateurs en ligne sont devenus l’un des messages et moyen majeur de persuasion en termes de décision d’achat, créant une influence certaine sur le consommateur.  Dans cette mesure, les spécialistes en marketing ont commencé à inciter les consommateurs à rédiger des avis avec pour objectif d’augmenter le volume d’avis positifs. Cependant, peu de recherches existent sur les caractéristiques de contenu et les effets des avis sponsorisés. Cette étude examine les différentes caractéristiques et effets des avis sponsorisés et organiques, ainsi que les mécanismes par lesquels les consommateurs reconnaissent et traitent ces deux types d’avis, en utilisant notamment des méthodes mixtes dans deux études. Les résultats de l’analyse d’exploration de texte suggèrent que les revues sponsorisées fournissent un contenu considéré comme plus élaboré et évaluatif. Cependant, ces avis sont perçus comme moins utiles que les avis organiques. Les résultats d’une expérience aléatoire suggèrent que la divulgation de parrainage augmente les soupçons sur les arrière-pensées de l’examinateur/récepteur et diminue ainsi les attitudes et intentions d’achat des consommateurs lorsqu’un examen est positif. Par contre, divulgation de parrainage ne nuit pas aux attitudes ou aux intentions d’achat lorsque l’avis est négatif.

Conclusion : Cette étude a permis de démontrer l’effet du parrainage dans un contexte d’avis en ligne. De cet article a ainsi été conclu que les avis dits « sponsorisés » et les avis rédigés par les consommateurs mais percevant une compensation en échange, telle que du parrainage, sont considérés par le récepteur comme biaisés et/ou malhonnêtes.
Cependant l’étude prouve également que les critiques sponsorisés sont généralement plus élaborées, développées, objectives, complexes, positives et moins extrêmes que les critiques dites « organiques ». Cependant ces avis sont tout de même perçus comme les moins utiles, dû à la mention « parrainage » décrédibilisant l’avis en lui-même, qui n’est pas sans intérêt.
Les auteurs concluent ainsi que le système de parrainage, ça divulgation, engendre une augmentation des soupçons et nuit donc sur l’intention d’achat d’un consommateur.  

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Al-Natour S, Turetken O, (2020), A comparative assessment of sentiment analysis and star ratings for consumer reviews, International Journal of Information Management, Volume 54, October 2020, 102132

https://www.sciencedirect.com/science/article/abs/pii/S0268401219311181

Mots clés : Analyse des sentiments, Bouche à oreille, Avis des consommateurs, Apprentissage automatique, Évaluation comparative

Résumé : Le bouche à oreille électronique est important et abondant dans les domaines de consommation. Les consommateurs et les fournisseurs de produits / services ont besoin d’aide pour comprendre et naviguer dans les espaces d’informations qui en résultent, qui sont vastes et dynamiques. Le ton général ou la polarité des avis, blogs ou tweets fournit une telle aide. Dans cet article, nous explorons la viabilité de l’analyse automatique des sentiments pour évaluer la polarité d’un produit ou d’un examen de service. Pour ce faire, nous examinons le potentiel des principales approches de l’analyse des sentiments, ainsi que les notes en étoiles, pour capturer le véritable sentiment d’un avis

Grandes lignes :

• L’analyse des sentiments peut être utilisée pour déterminer le ton général d’un avis de consommateur.

• Nous comparons la sortie de plusieurs outils d’analyse des sentiments entre eux et avec les notes en étoiles.

• Les résultats montrent que l’analyse des sentiments peut remplacer, et surpasse souvent, les notes.

• Facteurs contextuels, tels que le type de produit, une précision d’analyse des sentiments modérée.

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https://www.sciencedirect.com/science/article/pii/S016792361830109X

Mots clés : Avis des consommateurs en ligne, Réseau neuronal artificiel, Analyse des sentiments, Durée de l’examen, Note d’évaluation

Résumé : Bien qu’il existe des preuves que la longueur de l’examen, le score de l’examen et le cadre d’argumentation peuvent avoir une incidence sur les perceptions des consommateurs concernant l’utilité des évaluations des consommateurs en ligne, les études n’ont pas encore identifié les niveaux les plus appropriés de ces facteurs en termes de maximisation de l’utilité perçue de ces évaluations. En nous appuyant sur les théories du biais de négativité et de la sommation des indices, nous proposons un modèle théorique qui explique l’utilité des revues en ligne en fonction des caractéristiques spécifiques de ces revues (c.-à-d. La longueur, le score, la trame d’argument). Le modèle est validé empiriquement à l’aide de deux ensembles de données d’avis de consommateurs en ligne liés aux produits et services d’Amazon.com et Insureye.com respectivement. De plus, nous utilisons un réseau neuronal artificiel comme approche pour prédire l’utilité d’un examen donné en fonction de ses caractéristiques. Les résultats révèlent que les avis de consommateurs en ligne les plus utiles sont ceux qui sont associés à une longueur moyenne, à des notes d’avis plus faibles et à un cadre d’arguments négatif ou neutre. Les résultats révèlent également qu’il n’y a pas de différence majeure entre les caractéristiques des avis de consommateurs en ligne les plus utiles concernant les produits ou services. Enfin, les résultats révèlent que le facteur le plus utile pour prédire l’utilité d’un avis de consommateur en ligne est la longueur de l’avis. Les contributions théoriques et pratiques sont décrites.

Grandes lignes :

• Plusieurs méthodes ont été utilisées, notamment l’analyse des sentiments.

• Les avis utiles ont une longueur moyenne, des scores inférieurs et un cadre d’arguments négatif.

• Il n’y a aucune différence entre les avis les plus utiles sur les produits ou services.

• Le facteur le plus utile pour prédire l’utilité d’un avis de consommateur est la longueur.

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Srivastana V, Karlo A, (2019), Enhancing the Helpfulness of Online Consumer Reviews: The Role of Latent (Content) Factors, Journal of Interactive Marketing, Volume 48, November 2019, Pages 33-50

https://www.sciencedirect.com/science/article/abs/pii/S1094996818300744

Mots clés : Avis des consommateurs en ligne, Traitement du langage naturel, Exploration de texte, Analyse de contenu, Qualité de l’argument, Message valence

Résumé : Des études empiriques antérieures ont analysé l’influence des facteurs manifestes du contenu des avis en ligne et des facteurs liés aux examinateurs sur l’utilité des avis en ligne. Cependant, l’influence des facteurs de contenu latents, qui sont impliqués dans le texte et qui entraînent des perceptions différentielles de l’utilité des destinataires de l’avis, ont été ignorées. Par conséquent, en utilisant la lentille du modèle de vraisemblance d’élaboration, nous développons un modèle complet pour étudier l’influence des facteurs liés au contenu et aux réviseurs sur l’utilité de la révision. Cette étude comprend non seulement les facteurs manifestes liés au contenu et aux examinateurs, mais également les facteurs de contenu latents consistant en la qualité des arguments (exhaustivité, clarté, lisibilité et pertinence) et la valence du message. Les résultats montrent que les variables de contenu de révision latentes comme la qualité des arguments et la valence influencent mieux l’utilité des critiques et au-delà des facteurs liés au contenu de l’avis et aux réviseurs manifestes précédemment étudiés.. Les résultats montrent que les variables de contenu de révision latentes comme la qualité des arguments et la valence influencent mieux l’utilité des critiques et au-delà des facteurs liés au contenu de la revue et aux réviseurs manifestes précédemment étudiés. Les résultats montrent que les variables de contenu d’avis latents comme la qualité des arguments et la valence influencent mieux l’utilité des critiques et au-delà des facteurs liés au contenu de l’avis et aux examinateurs manifestes précédemment étudiés.

Grandes lignes :

• Les facteurs de contenu latents (qualité des arguments et valence de la révision) sont des prédicteurs significatifs de l’utilité de l’avis.

• L’étude définit opérationnellement la qualité de l’argument qui comprend l’exhaustivité, la clarté, la lisibilité et la pertinence.

• Un examen complet réduit l’incertitude autour des différents attributs de produit / service.

• La clarté et la lisibilité améliorées conduisent à une plus grande adoption de la recommandation de message dans un avis en ligne.

• Le contenu non pertinent dans les avis réduit son utilité.

• L’influence de la valence du message est complexe. Les avis positifs sont jugés moins utiles que les avis négatifs.

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Ortega B, (2020), When the performance comes into play: The influence of positive online consumer reviews on individuals’ post-consumption responses, Journal of Business Research

Volume 113, May 2020, Pages 422-435

https://www.sciencedirect.com/science/article/abs/pii/S0148296319304965

Mots clés : Avis des consommateurs en ligne, Niveau de performance, Positivité perçue, Réponses post-consommation, Forme fonctionnelle en U

Résumé : Cet article vise à étudier l’influence des avis post achat positifs sur les réponses post-consommation, à savoir l’attitude envers les entreprises et les intentions de rachat. Il différencie si le niveau de performance pendant la consommation était élevé ou faible, c’est-à-dire si le produit a atteint les objectifs fixés par les consommateurs. À cette fin, le document aborde les avis post achat positifs dans une double approche. Premièrement, il analyse l’effet de l’intensité de valence positive, en tenant compte des avis post achat neutres-indifférents, modérément positifs et extrêmement positifs. Deuxièmement, il teste l’influence de la positivité perçue des avis post achat par les individus. Les résultats montrent que les mêmes avis post achat peuvent avoir une influence positive ou négative sur les individus.

Grandes lignes :

• Les avis post achat positifs et les performances influencent conjointement les réponses post-consommation

• Les avis post achat positifs peuvent avoir des effets négatifs sur les réponses post-consommation

• Les relations entre la positivité perçue des avis post achat et les réponses post-consommation suivent des formes fonctionnelles curvilignes

• Si les performances sont faibles, des relations en U inversé sont identifiées

• Si les performances sont élevées, des relations en U sont identifiées

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Xu X, (2020), Examining the role of emotion in online consumer reviews of various attributes in the surprise box shopping model, Decision Support Systems

Available online 15 June 2020, 113344

https://www.sciencedirect.com/science/article/pii/S0167923620300993

Mots clés : Émotion des consommateurs, Avis des consommateurs en ligne, Attributs de produit et de service, Boite surprise

Résumé : La concurrence féroce entre les détaillants exige la création de nouveaux modèles de vente au détail. Le marketing émotionnel visant à susciter les émotions positives des consommateurs attire la demande. Dans ce contexte, le modèle de la boîte surprise, dans lequel une entreprise notifie les consommateurs par le biais d’un abonnement, puis envoie des boîtes de courrier de nouveaux produits sans répétition, a émergé pour se développer rapidement. Cette étude examine le rôle des émotions des consommateurs dans leur comportement de rédaction d’avis en ligne dans le contexte du modèle de magasinage surprise. Nous trouvons pour les attributs du produit, du service et de l’accomplissement, mais pas pour la valeur; les consommateurs ont tendance à commenter davantage dans les avis lorsqu’ils ont une émotion extrême, positive ou négative. Les consommateurs commentent encore plus lorsqu’ils ont une émotion extrêmement négative que lorsqu’ils ont une émotion extrêmement positive. En outre, nous constatons que la période d’abonnement, l’expérience et la satisfaction globale des consommateurs affectent leur comportement de révision, qui dépend des attributs particuliers sur lesquels les consommateurs commentent.

Grandes lignes :

• Nous exaltons l’émotion des consommateurs et les retours en ligne dans le modèle de boîte surprise.

• L’émotion positive et négative des consommateurs affecte les évaluations en ligne de chaque attribut.

• La période d’abonnement et l’expérience affectent les évaluations en ligne de chaque attribut.

• La satisfaction globale des consommateurs affecte les évaluations en ligne de chaque attribut.

• L’émotion a différents effets modérateurs sur les avis en fonction des attributions.

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Helversen B, Abramczuk K, Kopeć W, Nielek R, (2018), Influence of consumer reviews on online purchasing decisions in older and younger adults, Decision Support Systems

Volume 113, September 2018, Pages 1-10

https://www.sciencedirect.com/science/article/pii/S0167923618300861

Mots clés : Prise de décision des consommateurs, Adultes, Évaluations des consommateurs, Avis des consommateurs, Preuves anecdotiques

Résumé : Cet article montre que les attributs des produits, les notes moyennes des consommateurs et les avis de consommateurs positifs ou négatifs riches en effets ont influencé les décisions d’achat en ligne hypothétiques des jeunes et des personnes âgées. Conformément à des recherches antérieures, on voit que les jeunes adultes utilisaient les trois types d’information : ils préféraient clairement des produits avec de meilleurs attributs et des notes moyennes des consommateurs plus élevées. Si faire un choix était difficile car il impliquait des compromis entre les attributs du produit, la plupart des jeunes adultes ont choisi le produit le mieux noté. Cependant, la préférence pour le produit mieux noté pourrait être annulée par un seul examen négatif ou positif riche en effets. Les personnes âgées ont été fortement influencées par un seul examen négatif riche en effets et ont également pris en considération les attributs du produit; cependant, ils n’ont pas pris en compte les notes moyennes des consommateurs ou les avis positifs uniques riches en effets. Ces résultats suggèrent que les personnes âgées ne considèrent pas les informations agrégées des consommateurs et les avis positifs se concentrant sur les expériences positives avec le produit, mais sont facilement influencées par les avis faisant état d’expériences négatives.

Grandes lignes :

• Sont étudiées les intentions d’achat en ligne chez les personnes âgées et les étudiants.

• Est étudié l’impact des notes moyennes des consommateurs et des critiques émotionnelles uniques.

• Les étudiants mais pas les adultes plus âgés ont été fortement influencés par les notes moyennes des consommateurs.

• Chez les étudiants, les avis positifs et négatifs ont annulé l’effet des notes moyennes.

• Les personnes âgées ont été influencées par des critiques individuelles négatives, mais pas par des critiques positives.

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Augustin Kroell & Aurélien Pinchard

Milena Janjevic, Matthias Winkenbach, Characterizing urban last-mile distribution strategies in mature andemerging e-commerce markets Transportation Research Part A 133 (2020) 164–196

Introduction :

Les défis qui concernent la livraison du dernier kilomètre en milieu urbain sont de plus en plus importants sur les marchés émergents. Le développement d’économies se caractérise par des taux d’urbanisation élevés, ce qui entraîne l’émergence de villes particulièrement grandes et densément peuplées.

En raison de la croissance rapide de ces villes et de l’augmentation des niveaux de revenus, le développement d’infrastructures adéquates et la planification des transports ne peut pas suivre la forte augmentation du nombre de véhicules (Kin et al., 2017 ; Kutzbach, 2010). En raison des caractéristiques topologiques et de la qualité globale de l’infrastructure routière, certaines voies ne donnent pas l’accès aux grands véhicules commerciaux ou même aux voitures (Blanco et Fransoo, 2013).

Afin de répondre aux défis du commerce électronique urbain du dernier kilomètre, les entreprises doivent rechercher des modèles de distribution performants dans de multiples dimensions, telles que la rentabilité, la satisfaction du client et la durabilité.

Dans cet article, Milena Janjevic, Matthias Winkenbach abordent les questions suivantes : Quelles sont les variables qui caractérisent le commerce électronique urbain du dernier kilomètre ? Quelles interrelations peuvent être observées entre ces variables dans les pratiques actuelles du secteur ?  Quels éléments du contexte local influencent le choix d’une stratégie de distribution du commerce électronique dans les zones urbaines du dernier kilomètre ?

Mots clés : commerce électronique, zones urbaines du dernier kilomètre, stratégies de distribution, structure logistique

Développement :

Les préférences des clients locaux ont une incidence sur les possibilités d’échange de produits. Par exemple, la livraison en points relais est une option préférée par 13 % des consommateurs en France contre seulement 4 % des consommateurs aux États-Unis (UPS, 2015b, 2015c).

Les préférences des clients locaux ont également une incidence sur les délais de livraison. Les consommateurs sont prêts à attendre 4 jours en moyenne pour la livraison en Asie et 8 jours pour une livraison au Brésil (UPS, 2015c). Au Japon, les consommateurs sur internet sont très sensibles au facteur temps, ce qui a poussé à offrir des services de livraison le jour même dès 2009 (Akimoto, 2009 ; Hayashi et al., 2014 ; UPS, 2015d). Enfin, comme indiqué par Gevaers et al. (2011), les sensibilités environnementales des clients peuvent avoir un impact sur les stratégies de distribution. Par exemple, les clients demandent de plus en plus aux prestataires logistiques de réduire leurs émissions de carbone, même s’ils ne sont pas toujours prêts à payer plus ou attendre plus longtemps pour leurs biens en échange d’un service plus écologique (Gevaers et al., 2011).

La structure du marché de la logistique locale influence le choix des modèles de gouvernance pour les nœuds d’approvisionnement, les nœuds de transbordement et les opérations de transport. Les marchés matures sont généralement caractérisés par un marché postal et des colis développé. Dans un tel contexte, les détaillants en ligne sont plus susceptibles d’externaliser les fonctions logistiques (Rao et al., 2009). Par exemple, au Japon, trois opérateurs de colis et de services postaux (Yamato Transport, Sagawa Express, Japan Post) s’occupent de 92,5 % de l’ensemble des livraisons (Yano et Saito, 2016). Le marché français de la logistique est très défragmenté. Les marchés émergents sont souvent caractérisés par une mauvaise qualité des services postaux, bien que les situations varient selon les pays et les régions. L’indice intégré pour le développement postal (2IPD) publié par l’Union postale universelle (2018) peut être utilisé pour illustrer ceci. Les pays dont les marchés sont matures ont généralement de bons résultats (par exemple, le Japon a un score de 91,6, l’Allemagne de 91,3 et les États-Unis de 91,3). ), alors que les pays des marchés émergents sont généralement moins performants (par exemple, le Brésil avec un score de 54,0, le Nigeria 50,9, le Kenya

33,7, Arabie Saoudite 39,7). Il convient toutefois de noter que les services postaux chinois et indiens obtiennent d’assez bons résultats, avec des scores de 69,5 et 66,1 respectivement. En outre, dans les pays émergents, les détaillants en ligne sont souvent confrontés à un marché logistique sous-développé. Par exemple, dans ces pays, une grande partie des marchandises est généralement acheminée par transport pour compte propre, c’est-à-dire par l’expéditeur.

Les entreprises de commerce électronique qui entrent sur ces marchés sont donc souvent obligés de développer leur propre réseau de distribution ou d’investir dans des acteurs du marché existants, comme l’illustrent les exemples de Alibaba, JingDong, Konga, Jumia, Flipkart et Souq.com. D’autres détaillants en ligne développent leur réseau de distribution en acquérant d’autres entreprises. Par exemple, B2W au Brésil a développé son réseau de distribution au fil du temps en acquérant des sociétés de distribution (par exemple, Direct services de colis et Click-Rodo) et a créé B2W Fullfilment. Les détaillants en ligne qui développent des capacités logistiques internes dans les pays émergents proposent souvent des services à d’autres entreprises, ce qui leur permet d’augmenter le volume global qu’elles traitent et de réaliser des économies d’échelles (Hayashi et al., 2014). Par exemple, la branche logistique de Konga offre un ensemble complet de services de logistique et de gestion de la chaîne d’approvisionnement (In, 2016). De même, Ekart, la branche logistique de Flipkart, dessert même des détaillants en ligne rivaux (par exemple, Paytm, Jabong et ShopClues).

Conclusion :

Ce document présente un cadre intégré permettant de caractériser et de comparer les stratégies de distribution du commerce électronique dans les zones urbaines du dernier kilomètre pour à la fois sur les marchés développés et émergents. Une analyse bibliographique exhaustive et une analyse complémentaire d’études de cas révèlent divers dispositifs opérationnels employés par les détaillants en ligne et les autres entreprises de distribution du commerce électronique dans le monde. Ainsi, le choix entre les vélos-cargo et les camionnettes comme le type de véhicule de livraison doit tenir compte de l’emplacement des installations logistiques, du délai de livraison requis, de l’accessibilité du service la disponibilité des infrastructures de stationnement, la densité des commandes, le coût de la main-d’œuvre et les préférences des consommateurs locaux.

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M. Janjevic and M. Winkenbach Transportation Research Part A 133 (2020) 164–196

Augustin Kroell & Aurélien Pinchard

Renata Albergaria de Mello Bandeiraa, George Vasconcelos Goesa, Daniel Neves Schmitz Goncalvesa, Marcio de Almeida D’Agostoa, Cintia Machado de Oliveiraa, Electric vehicles in the last mile of urban freight transportation: A sustainability assessment of postal deliveries in Rio de Janeiro- Brazil, Transportation Research Part D 67 (2019) 491–502

Introduction :

La croissance de la population urbaine et l’essor des activités de commerce électronique augmentent la complexité du dernier kilomètre des livraisons de colis et ses impacts sur l’environnement et la qualité de vie.

Cet article propose une méthode pour évaluer les stratégies mises en place sur le dernier kilomètre de livraison des colis, en prenant compte des enjeux sociaux, environnementaux et économiques. Les recherches effectuées font l’état de la migration des énergies fossiles de propulsion vers des énergies électriques dans les zones urbaines.

Les auteurs ont choisi d’évaluer les alternatives possibles avec l’utilisation des petits véhicules électriques et des vélos cargos. 

Mots clés : dernier kilomètre de livraison, énergies électriques, tricycle electric

Développement:

Dans la stratégie « Distribution by Electric Tricycles » (DET), le messager effectue les livraisons à l’aide d’un tricycle électrique sur tout le trajet. Dans ce cas, le poids limite est la capacité du tricycle (50 kg). Cette stratégie ne nécessite le soutien d’un véhicule léger et l’utilisation d’un « Mobile Depot » (MD). Le messager se déplace du Centre de distribution au premier point de distribution en utilisant uniquement le tricycle. Une fois arrivé sur la zone de livraison, il gare le tricycle et livre à pied. Afin d’évaluer cette alternative, les auteurs ont testé l’utilisation de tricycles électriques dans une zone de distribution postale située dans la ville de Rio de Janeiro pendant deux semaines.

Les recherches menées dans ce document indiquent une tendance vers des alternatives plus durables sur le dernier kilomètre des livraisons urbaines, avec un changement de source d’énergie des véhicules et la réduction de la taille des véhicules, parallèlement à l’adoption de bicyclettes, de tricycles et de VUL.

Dans cette optique, les auteurs ont proposé une procédure d’évaluation qui cherche à concilier les aspects économiques, environnementaux et sociaux dans le choix des alternatives pour les livraisons du dernier kilomètre.

Dans la stratégie DET, il a été vérifié qu’une réduction de 27,9 % du coût total de livraison par itinéraire était réalisée, en plus d’une diminution des gaz à effet de serre. Néanmoins, il est important de souligner que l’entreprise postale devrait envisager une élimination et un programme de recyclage des piles utilisées par les tricycles électriques.

Conclusion :

Les résultats indiquent que l’utilisation de tricycles électriques est une alternative plus réalisable du point de vue économique, les aspects environnementaux et sociaux, n’exigeant aucune incitation publique.

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Table 9

Comparative assessment between DET and AID strategies to TID.

Aspect Indicator (% variation) DET AID

Economic daily cost of the deliveries −28,0% 6,1%

Environmental Tier 2 approach CO2e −98,5% −25%

End-use approach CO2e – −28%

Social <57 27,0% 0%

57≤FC < 64 −43,0% 0%

64≤FC < 77 −95,0% 0%

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Augustin Kroell & Aurélien Pinchard

Lei Zhanga, Tilman Matteisb, Carina Thallerc, Gernot Liedtkeb, Simulation-based Assessment of Cargo Bicycle and Pick-up Point in Urban Parcel Delivery, The 9th International Conference on Ambient Systems, Networks and Technologies (ANT 2018)

Introduction :

Avec le développement d’internet et les nouvelles technologies, les attentes des consommateurs ont changé, faisant ainsi évoluer la logistique et la livraison à domicile. Actuellement, la livraison de colis urbains est devenue le goulot d’étranglement du commerce électronique. Ce goulot d’étranglement n’est pas seulement créé par le coût de la livraison des colis, mais également causé par la difficulté de réaliser des livraisons plus rapides et plus souples et précises.

La livraison du dernier kilomètre en milieu urbain est l’élément le plus critique de la distribution du commerce électronique. Les destinataires sont de plus en plus exigeants en termes de flexibilité, de rapidité et de fiabilité.

Cet article propose une simulation de la logistique urbaine du dernier kilomètre visant à résoudre les goulots d’étranglement rencontré par l’industrie de la livraison en introduisant des micro-dépôts et les vélos cargos dans le processus de livraison des colis.

Mots clés : Livraison à domicile, dernier kilomètre, e-commerce

Développement :

L’étude de cas sur le vélo cargo menée par les auteurs se penche sur deux types de scénarios :

• Le premier scénario reflète le système de livraison actuel dans lequel les clients privés et commerciaux sont livrés directement à partir des centres de distribution par des véhicules de transport de colis typiques.
• Dans le second scénario, les clients commerciaux sont approvisionnés par des véhicules écologiques – les vélos cargo.

Dans le scénario 1 les colis sont livrés directement à tous les clients à partir d’un centre de distribution par des véhicules de transport de colis typiques. Selon les statistiques de DHL, 77 % des colis privés sont livrés directement aux ménages. Les 23 % restants des colis privés sont livrés directement aux Packstations, où les clients privés peuvent les retirer à tout moment. Alors que tous les paquets commerciaux sont livrés avec succès dans les locaux des clients commerciaux.

Dans le scénario 2, le problème est de synchroniser le service de colis de deux échelons d’acheminement, où le premier échelon est livré par des véhicules de transport de colis typiques, et le second par des vélos-cargo. Tous les clients privés sont desservis par les véhicules de transport de colis typiques, tandis que tous les clients commerciaux sont desservis par des vélos cargo. Le mode de livraison des colis privés est le même que dans le scénario 1, mais les colis commerciaux sont d’abord livrés dans des micro-dépôts, qui sont le bureau de poste le plus proche des lieux où se trouvent les clients commerciaux, puis triés et livrés par des vélos cargo.

L’article démontre la faisabilité de nouvelles opérations de livraison basées sur le vélo-cargo et le point de ramassage.

Selon les résultats de la simulation, la livraison des clients commerciaux par vélo-cargo peut réduire d’environ 28% les émissions. En raison des limites de la précision des données, les vélos-cargo ne sont utilisés que pour la livraison de colis commerciaux. Toutefois, cela ne signifie pas que la distribution de colis commerciaux ne produira aucune émission. Ces colis doivent encore être distribués par le centre de distribution à des micro-dépôts en utilisant des véhicules de transport de colis typiques.

Conclusion :

A l’aide de simulations, les auteurs tendent à explorer des nouvelles solutions concernant la logistique urbaine et la livraison à domicile et permet de les comparer aisément au système de livraison actuelle.

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