Analysis of the Effects of Dawn Delivery Services by Grocery Retailers: An Empirical Analysis Through Consumer Purchasing Data*

The online retail market is experiencing marked growth, accompanied by an intensification of competition among retailers. In the face of these evolving market dynamics, retailers are increasingly concentrating on enhancing their delivery services. A critical aspect of this strategic shift is the reduction of delivery times, which is especially significant for maintaining the quality of perishable food items. Retailers are now implementing early morning delivery services as a method to improve the quality and effectiveness of their offerings to consumers. This academic paper investigates the changes in consumer behavior following the adoption of dawn delivery services. It analyzes purchasing data from retailers who operate across both online and offline channels. A key focus of this research is the investigation of the dawn delivery experience