TÜRKİYE’DE GIDA PERAKENDECİLİĞİNDE DİJİTALLEŞME VE COVID-19’UN DİJİTALLEŞME ÜZERİNDEKİ ETKİLERİNİ BELİRLEMEYE YÖNELİK NİTEL BİR ARAŞTIRMA

Year 2021, Volume: 39 Issue: Covid 19 Özel Sayısı, 91 - 107, 30.11.2021

Ferhan Gezici , Dilay Çelebi , İsra Hatipoğlu Dilşad Evci Fatma Selçuk

https://doi.org/10.17065/huniibf.905551

Cited By: 2

Abstract

COVID-19 pandemisi sırasında çevrimiçi hizmetlere olan talepteki artış; pandemi sonrası bir dünyada da perakende sektöründe çevrimiçi alışveriş sisteminin daha fazla ilgi göreceğine işaret etmektedir. Bu makale, dijitalleşme ile e-ticaretin yükselişine ve bu değişimin gıda perakende sektöründeki etkilerinin COVID-19 pandemisi ile hızlanmasına ilişkin tartışmalara katkı sunmayı amaçlamaktadır. Bu amaçla, pandemi öncesinde de gündemde olan çevrimiçi alışverişin, pandemi sürecinde nasıl bir artış gösterdiği ve işletmelerin ne tür aksiyonlar aldığı sorularına cevap aranacaktır. Araştırma amacına uygun olarak, üç farklı kategorideki organize gıda perakende işletmeleri, Türkiye’nin en büyük metropol kenti olan İstanbul’dan seçilen örneklem ile derinlemesine görüşmelere dayalı olarak analiz edilmiştir. Araştırmanın öne çıkan bulguları, çevrimiçi alışverişe yönelen tüketici taleplerini pandeminin hızlandırdığı yönündedir. Ancak, pandeminin ilk dönemlerinde yaşanan çevrimiçi alışveriş talebinin artışı, normalleşme ile birlikte etkisini bir ölçüde kaybetmiştir. Dijital altyapısını önceden geliştirmiş olan işletmeler çevrimiçi alışveriş taleplerine daha kolay cevap verirken, sermayesi kısıtlı yerel marketlerin büyük bir bölümü ise çevrimiçi altyapıya yatırım yapmayı gerekli görmemiştir. Gıda perakendede diğer perakende sektörlerine göre çevrimiçi alışverişin payının çok yükselmeyeceği ve sektörün geleceğinde hem fiziksel hem de sanal mağazacılığın yer alacağı anlaşılmaktadır. Yine de çevrimiçi satışların artması, gıda perakende işletmelerinin kent içindeki mekânsal ihtiyaçlarını değiştirecektir.

Keywords

COVİD-19, gıda perakende, e-ticaret, İstanbul

Supporting Institution

TÜBİTAK

Project Number

Proje No:120K312

Thanks

Bu makale TÜBİTAK 1001 Projesi olarak desteklenen proje (Proje No:120K312, COVID-19 Pandemisinin Gıda Perakende Sektörüne Etkilerinin Analizi ve Geleceğe Yönelik Çözüm Önerilerinin Geliştirilmesi) kapsamında üretilmiştir. Projeye verdiği destekten ötürü TÜBİTAK’a teşekkürlerimizi sunarız.

A QUALITATIVE STUDY TO DETERMINE DIGITIZATION IN FOOD RETAILING IN TURKEY AND THE EFFECTS OF COVID-19 ON DIGITIZATION

Abstract

Increase in demand for online services during the COVID-19 pandemic indicates that the online shopping system will attract more attention in the retail sector in a post-pandemic world. This article aims to contribute to the discussions about the online shopping and the changes on the food retail sector with the COVID-19 pandemic. For this purpose, this article has given answers to the question of how online shopping has increased and what kind of actions businesses took during the pandemic process. According to the research objectives, organized food retail businesses in three different categories selected from Istanbul were taken as a sample and analyzed based on in-depth interviews. The significant findings of the research support the idea that the consumer demands for online shopping has been accelerated by the COVID-19 pandemic. However, the increase in online shopping demand in the early stages of the pandemic lost its effect to some extent with the normalization. While businesses that have previously developed their digital infrastructure can more easily respond to on-line shopping demands, most of the local markets with limited capital did not consider to invest in online infrastructure. It is understood that the online shopping in food retail will not increase much, when compared to other retail sectors. As a result, both physical and online shopping will take place in the future of the food retail sector. Nevertheless, increasing online sales will change the spatial needs of food retail businesses within the city.

Keywords

COVID-19, food retail, e-commerce, Istanbul, COVID-19, food retail, e-commerce, Istanbul

Project Number

Proje No:120K312

References

• Akbudak, N., Ş. E. N. Özgür (2021), Covıd-19 Salgın Sürecinde Globalgap. Türkiye Tarımsal Araştırmalar Dergisi, 8(2), 248-255.
• Akkan, E., M. Bozkurt (2020), COVID-19 Süreci ve Sürdürülebilirlikte Sosyal Boyutun Önemi: Türkiye’de Faaliyet Gösteren Gıda Perakendecilerinin Finansal Olmayan Raporları Üzerine Bir İçerik Analizi. Sosyal Bilimler Araştırmaları Dergisi, 15(2), 536-547.
• Alanlar, E. (2021), Pazar Sepeti Analizi ile Birliktelik Kurallarının Belirlenmesi: Perakende Sektöründe Covid-19 Etkisi (Yüksek Lisans Tezi).
• Anonim (2020a), TAMPF – Nielsen Perakende Ciro Endeksi sonuçları açıklandı, Perekend.org. ttps://www.perakende.org/tampf-nielsen-perakende-ciro-endeksi-sonuclari-aciklandi, E.T.: 28.09.2020.
• Anonim (2020b), Impact of COVID-19 on the food industry, Foodware 365. https://www.foodware365.com/en/news/knowledge-base/2020/the-impact-of-covid-19-on-food-companies/, E.T.: 28.04.2020.
• Anonim (2020c), Retail e-commerce sales worldwide from 2014 to 2023 Statista. https://www.statista.com/statistics/379046/worldwide-retail-e-commerce-sales/, E.T.: 12.10.2020.Anonim (2021a), The concept of "Dark Stores" and why retailers need to be aware of them https://qvalon.com/blog/the-concept-of-dark-stores/, E.T.: 22.11.2021.
• Anonim (2021b), What’s next for the online grocery market in China after the stay-at-home economy slows? https://daxueconsulting.com/online-grocery-market-in-china/ E.T.: 12.10.2021.
• Arora, N., T. Charm, A. Grimmelt, M. Ortega, K. Robinson, C. Sexauer, N. Yamakawa (2020), A global view of how consumer behavior is changing amid COVID-19, National Crowdfunding & Fintech Association. https://ncfacanada.org/a-global-view-of-how-consumer-behavior-is-changing-amid-covid-19/, E.T.: 20.12.2020.
• Bakalis, S., V. P. Valdramidis, D. Argyropoulos, L. Ahrne, J. Chen, P.J. Cullen, E. Cummins, A. K. Datta, C. Emmanouilidis, T. Foster, P.J. Fryer, O. Gouseti, A. Hospido, K. Knoerzer, A. LeBail, A. G. Marangoni, R. Pingfan, O. K. Schlüter, P. Taoukis, E. Xanthakis, J. Van Impe (2020), “Perspectives from CO+RE: How COVID-19 changed our food systems and food security paradigms”, Current Research in Food Science, 3, 166-172.
• Bala, S. (2020), JD.com wants a network of 5 million stores as e-commerce battle heats up, CNBC.https://www.cnbc.com/2020/11/12/jdcom-wants-network-of-5-million-physical-stores-in-china.html, E.T.: 25.12.2020.
• Baltacı, A. (2018). Nitel araştırmalarda örnekleme yöntemleri ve örnek hacmi sorunsalı üzerine kavramsal bir inceleme. Bitlis Eren Üniversitesi Sosyal Bilimler Dergisi, 7(1), 231-274.
• Baxter, P., & Jack, S. (2008). Qualitative Case Study Methodology: Study Design and Implementation for Novice Researchers. The Qualitative Report, 13(4), 544-556.
• Bloomberg (2018), Daron Acemoğlu'na göre işsizliği etkileyecek 2 teknoloji, Bloomberg. https://businessht.bloomberght.com/ekonomi/haber/2008447-daron-acemoglu-na-gore-issizligi-etkileyecek-2-teknoloji, E.T.: 03.02.2021.
• Borsellino, V., S. A. Kaliji, E. Schimmenti (2020), “COVID-19 drives consumer behaviour and agro-food markets towards healthier and more sustainable patterns”, Sustainability (Switzerland), 12(20), 1–26.
• Campo K., E. Breugelmans (2015), “Buying Groceries in Brick and Click Stores: Category Allocation Decisions and The Moderating Effect of Online Buying Experience”, Forthcoming in Journal of Interactive Marketing, 31, 63-78.
• Dannenberg, P., M. Fuchs, T. Riedler, C. Wiedemann (2020), “Digital Transition by COVID-19 Pandemic? The German Food Online Retail”. Tijdschrift Voor Economische En Sociale Geografie, 111(3), 543–560.
• Delfmann, W., S. Albers, R. Müßig, F. Becker, F. K. Harung, H. Schöneseiffen, C. Kukwa (2011), “Concepts, challenges and market potential for online food retailing in Germany”, Working Paper, Department of Business Policy and Logistics, University of Cologne, 108.
• Foley Retail Consulting, Can online grocery retailing be profitable? https://www.foleyretailconsulting.com/can-online-grocery-retailing-be-profitable/, E.T.: 25.11.2020.
• Gladman, R. (2021), Pandemic year brings about huge growth for online grocery, https://ahdb.org.uk/news/consumer-insight-pandemic-year-brings-about-huge-growth-for-online-grocery, E.T.: 12.10.2021.
• Grant, D. B., J. Fernie, B. Schulz (2014), “Enablers and Barriers in German Online Food Retailing”, Supply Chain Forum: An International Journal, 15(3), 4–11. https://doi.org/10.1080/16258312.2014.11517346.
• Grewal, D., Krishnan, R., Levy, M., & Munger, J. (2010), Retail success and key drivers. In Retailing in the 21st Century (pp. 15-30). Springer, Berlin, Heidelberg.
• Gustafsson, J. (2017), Single case studies vs. multiple case studies: A comparative study.
• Gürman, A. (2006), “Dünya perakdeciliğinde globalleşme ve Türk perakendecilik sektörüne etkiler”, Yüksek Lisans Tezi, Dokuz Eylül Üniversitesi, Sosyal Bilimler Enstitüsü, İzmir.
• Güven, H. (2020), Covid-19 pandemik krizi sürecinde e-ticarette meydana gelen değişimler. Avrasya Sosyal ve Ekonomi Araştırmaları Dergisi, 7(5), 251-268.
• Habertürk (2020), Migros, online satış kapasitesini artırmak için gölge mağazalarını devreye aldı.
• https://www.haberturk.com/migros-golge-magazalarini-devreye-aldi-2662854-ekonomi, E.T.: 8.12.2020.
• Hacıalioğlu, A. B., & Sağlam, M. (2021), Covid-19 pandemi sürecinde tüketici davranışları ve e-ticaretteki değişimler.
• Hafiz, K. (2008), Case study ecmple. The qualitative report, 13(4), 544-559.
• Hatipoğlu, A. (2021), Covıd-19 Pandemisinin Küresel Gıda Tedarik Zincirine Etkileri.
• Hisano, A. (2020), How Sight—Not Taste, Smell, or Touch—Became the Sense of the Supermarket. https://behavioralscientist.org/how-sight-not-taste-smell-or-touch-became-the-sense-of-the-supermarket/, E.T.: 20.11.2021.
• Hobbs, J. E. (2020), “Food supply chains during the COVID‐19 pandemic”, Canadian Journal of Agricultural Economics/Revue Canadienne d’agroeconomie, 68 (2), 171-176.
• Hübner, A. H., Kuhn, H., & Sternbeck, M. G. (2013). Demand and supply chain planning in grocery retail: an operations planning framework. International Journal of Retail & Distribution Management. Hübner, A., A. Holzapfel, H. Kuhn (2016a), “Distribution systems in omni-channel retailing”, Business Research, 9(2), 255-296.
• Hübner, A. H., Kuhn, H., & Wollenburg, J. (2016b), Last mile fulfilment and distribution in omni-channel grocery retailing: a strategic planning framework. International Journal of Retail & Distribution Management.
• International Labor Organization (2020), “ILO Monitor 2nd edition: COVID-19 and the world of work Updated estimates and analysis”, In International Labour Organization. https://doi.org/10.18356/ba5cc386-en, E.T.: 25.12.2020.
• İri, R. (2021). Covid-19 Pandemi Sürecinin Niğde ve Yöresindeki Tüketicilerin İnternet Üzerinden Satın Alma Davranışlarına Etkisi. Journal Of Social Sciences/Sosyal Bilimler Dergisi, (37). Jha, R. (2019), Online shopping: Impact on city planning and infrastructure, (ORF) Observer Research Foundation. https://www.orfonline.org/expert-speak/online-shopping-impact-city-planning-infrastructure-46937/, E.T.: 20.02.2021.
• Jones, K. (2020), How COVID-19 Consumer spending is impacting ındustries, Visual Capitalist, https://www.visualcapitalist.com/consumer-spending-impacting-industries/ E.T.: 30.04.2020.
• Kashyap, N. (2021). Online Grocery Shopping in India: Anticipating Trends Post-Pandemic. European Journal of Molecular & Clinical Medicine, 07(10), 3664-3672.
• Kämäräinen, V., M. Punakivi (2002), Developing cost-effective operations for the e-grocery supply chain. International Journal of Logistics, 5(3), 285-298.
• Klepek, M., R. Bauerová (2020), Why do retail customers hesitate for shopping grocery online? Technological and Economic Development of Economy, 26(6), 1444-1462.
• Kocaman, E. M., M. Kocaman, G. Teyin (2021), Covid-19 Salgını Döneminde Yiyecek İçecek.
• KPMG (2021), “The Future of Retailing”.
• Lang, G. (2010), “Multi-Channel Retail Supply Chain Management: Fulfillment systems in Multi-Channel Retailing-Customer Expectations and Economic Performance”, 8th International Research Conference in Logistics and Supply Chain Management, 1–25.
• Li, J., A.G. Hallsworth, J.A. Coca-Stefaniak (2020), “The changing grocery shopping behavior of Chinese consumers at the outset of the COVID-19 outbreak”, Tijdschrift voor Economische en Sociale Geografie. https://doi.org/10.1111/tesg.12420.
• Maptriks (2020), İstanbul Perakende Sektörü Veri Tabanı. https://maptriks.com/tr/sektorler/perakende-toptan-ticaret/, E.T.: 02.05.2020.
• Marsh. & Mclennan Companies (2018), “Retail’s Revolution: How the Retail and Consumer Goods Companies Can Adapt”.
• Martin-Neuninger, R., M. B. Ruby (2020), “What Does Food Retail Research Tell Us About the Implications of Coronavirus (COVID-19) for Grocery Purchasing Habits?”, Frontiers in Psychology, 11.
• McKinsey & Company (2020a), How COVID-19 has pushed companies over the technology tipping point—and transformed business forever. https://www.mckinsey.com/business-functions/strategy-and-corporate finance/our-insights/how-covid-19-has-pushed-companies-over-the technology-tipping-point-and-transformed-business-forever, E.T.: 25.12.2020.
• McKinsey & Company (2020b), “Future of retail operations: Winning in a digital era”.
• Mellahi, K., M. Johnson (2000), “Does it pay to be a first mover in e.commerce? The case of Amazon.com”, Management Decision, 38 (7), 445-452.
• Mercatus (2020), eGrocery’s New Reality: The Pandemic’s Lasting Impact on U.S. Grocery Shopping Behavior, E.T.: 25.12.2020.
• Mintel (2021), Click & Spend: 90% Of British Online Grocery Shoppers Plan To Continue Online Grocery Shopping After Peak Covıd-19 Passes, https://www.mintel.com/press-centre/food-and-drink/click-spend-90-of-brits-plan-to-continue-online-grocery-shopping-even-after-peak-covid-19-passes, E.T.: 11.10.2021.
• Moriset, B. (2020), The geography of e-commerce, Geographies of the Internet, Lyon, Roudlegde, 18.
• Murphy, A. J. (2003), (Re) solving space and time: fulfilment issues in online grocery retailing. Environment and planning A, 35(7), 1173-1200.
• National Retail Fedaration, “Top 50 Global Retailers 2020”. https://nrf.com/resources/top-retailers/top-50-global-retailers/top-50-global-retailers-2020, E.T.: 21.1.2020. Nielsen (2015), The future of grocery e-commerce, digital technology and changing shopping preferences around the world. https://www.nielsen.com/wp-content/uploads/sites/3/2019/04/nielsen-global-e-commerce-new-retail-report-april-2015.pdf, E.T.: 16.12.2020. Önemli, S. (2020), Online market alışverişlerine koronavirüs etkisi, Digitalage, https://digitalage.com.tr/online-market-alisverislerine-koronavirus-etkisi/, E.T.: 01.05.2020.
• Popov, A. (2021), How COVID-19 triggered the digital and e-commerce turning point, https://unctad.org/news/how-covid-19-triggered-digital-and-e-commerce-turning-point, E.T.: 25.09. 2021.
• Pucci, R. (2021), Online Grocery Sales To Continue Record Pace Post-Pandemi. https://www.paymentsjournal.com/online-grocery-sales-to-continue-record-pace-post-pandemic/, E.T.: 12.11. 2021. Raguneethan, R. (2021), How shifting consumer habits are revealing the future for retail, https://news.microsoft.com/apac/2021/06/04/how-shifting-consumer-habits-are-revealing-the-future-for-retail/, E.T.: 12.11. 2021.
• Saunders, N. (2018), Online Grocery: Lessons from History, One Space. https://www.onespace.com/blog/2018/10/online-grocery-lessons-history/ E.T.: 20.11.2020.
• Sheth, J. (2020), “Impact of Covid-19 on Consumer Behavior: Will the Old Habits Return or Die?”, Journal of Business Research, 117, 280–283.
• Sosyal Güvenlik Kurumu (SGK) (2018), İşyeri ve Sigortalılara Ait İstatistikler, Ankara, Türkiye.
• Stephany, F., N. Stoehr, P. Darius, L. Neuhäuser, O. Teutloff, F. Braesemann (2020), “The CoRisk-Index: A data-mining approach to identify industry-specific risk assessments related to COVID-19 in real-time”, Working paper, 1–20.
• Şen, M. A. (2020), Koronavirüs (Covid-19) salgınının Türkiye’deki yemek firmalarında oluşturduğu etkinin belirlenmesi üzerine bir araştırma. Afet ve Risk Dergisi, 3(1), 89-100.
• T.C. İçişleri Bakanlığı (2020). 65 Yaş ve Üstü ile Kronik Rahatsızlığı Olanlara Sokağa Çıkma Yasağı Genelgesi. https://www.icisleri.gov.tr/65-yas-ve-ustu-ile-kronik-rahatsizligi-olanlara-sokaga-cikma-yasagi-genelgesi, E.T.: 02.05. 2020.
• T.C. İçişleri Bakanlığı (2020), Koronavirüs Tedbirleri Genelgesi Kapsamında 149.382 İş Yeri Geçici Süreliğine Faaliyetlerine Ara Verdi. https://www.icisleri.gov.tr/koronavirus-tedbirleri-genelgesi-kapsaminda-149382-is-yeri-gecici-sureligine-faaliyetlerine-ara-verdi, E.T.: 16.06.2020.
• Teodoro, A. (2020), Coronavirus: Food supply chains under threat from lockdown measures, MDS Transmodal.
• https://www.mdst.co.uk/coronavirus-food-supply-chains-under-threat-from-lockdown-measures, E.T.: 28.04.2020.
• The Daily Telegraph (2009), Tesco to open customer-free 'dark stores'. https://www.telegraph.co.uk/finance/newsbysector/epic/tsco/6743329/Tesco-to-open-customer-free-dark-stores.html, E.T.: 27.11.2020.
• Thompson, D. (2017), Why Amazon Bought Whole Foods, The Atlantic. https://www.theatlantic.com/business/archive/2017/06/why-amazon-bought-whole-foods/530652/ , E.T.: 25.12.2020. Türkiye İstatistik Kurumu (TÜİK) (2018), Bölgesel İstatistikler, Ankara, Türkiye.
• Türkiye İstatistik Kurumu (TÜİK) (2019), Adrese Dayalı Nüfus Kayıt Sistemi Sonuçları, Ankara, Türkiye.
• Türkiye Perakendeciler Federasyonu (TPF), Sektör Bilgileri. https://www.tpf.com.tr/sektorel-bilgiler/, E.T.: 24.04.2020.
• United Nations Conference on Trade and Development (Unctad) (2020), COVID-19 has changed online shopping forever, survey shows. https://unctad.org/news/covid-19-has-changed-online-shopping-forever-survey-shows, E.T.: 28 Kasım 2020.
• USDA (2021), COVID-19 Accelerates the Growth of India’s Online Grocery Market.
• Verhoef, P. C., P. K. Kannan, J. J. Inman (2015), “From Multi-Channel Retailing to Omni-Channel Retailing”, Journal of Retailing, 91.
• Wang, Y., R. Xu, M. Schwartz, D. Ghosh, X. Chen (2020), “COVID-19 and Retail Grocery Management: Insights from a Broad-Based Consumer Survey”, IEEE Engineering Management Review, 48(3), 202-211.
• Yin, R. K. (2003), Case study research: Design and Methods, Thousand Oaks, CA: Sage.