Impact of shipping policies on ordering and pricing strategies in dual‐channel perishable food retailing

Abstract The perishable food retail sector faces significant challenges, including product quality deterioration, intense competition, and the complexities of dual‐channel (online/offline) operations. This study examines a retailer selling perishable food through both channels, where customer purchasing behavior is influenced by price and dynamic quality degradation. Using a consumer utility model that accounts for perishability, we analyze the retailer's optimal order quantities and price discounts under different shipping policies. Our key findings reveal how shipping fees, consumer heterogeneity, and promotion periods interact to shape pricing strategies. Under conditions of low shipping fees, configurations of discounts become more complex due to the trade‐offs between shipping costs and sales revenue. Without safety stock, discounts are steeper in low‐fee scenarios, while high‐fee conditions favor smaller discounts. Market dynamics determine the effectiveness of discounts and shipping policies in reducing waste and boosting profits. A “win–win” scenario emerges under low shipping fees, where environmental and economic goals align. Conversely, high shipping fees create a conflict between these objectives. Additionally, strategic safety stock allocation and shipping policy adjustments can simultaneously enhance market share and profitability. By aligning operational decisions with sustainability goals, this study contributes to reducing food waste and improving supply chain resilience.