The search option present on the website is a convenient option that allows users to review their preferred products just with one or two clicks. Acording to a research conducted by Breugelmans and Campo (2010), oline in-store displays (ISD) help increase brand sales and make grocery shopping easier and ISD that anticipates competition through first-order or isolated position outperforms the ISD that aims to make the items stand out in the online display. Tis reflects upon the online display option on the websites. Te online shopping process is by consumers since they do not have to physically travel for hours to shop the necessary grocery, rther they order online by selecting their required grocery in just a few minutes in the luxury and comfort of their home.
Tis is one of the major advantages of online shopping, cstomers do not have to move around which saves up their time and is also very convenient for them. Wthin a matter of clicks, tey can view the products and decide about whether they want to make purchases or not.
may not be time specific as well, tis means that as and when the customer has the time, te online grocery website can be viewed and order can be placed. Te store size is not a constraint for online stores and the only thing they are concerned about is the bandwidth of the brands or categories of groceries they are offering customers (Duffy, 2004). Tis is an advantage for the grocery store that have made their online presence. Tey do not require any space for rent when operating an mode.
Te online website need to ensure that they are offering all products with exact specifications that are found in the grocery stores. Mreover, Rthwell (2008) anticipated that the UK grocery market will be worth £170 million by 2013. Aso, Flgoni and Morn (2009) states that online grocery stores are further expected to increase owing to the increasing demand of the customers. Hwever, dspite this environmental support, oline grocery shopping is observed to be used in a limited mode. Tis is mainly because getting customers to visit online websites the grocery stores is a cumbersome task.
Fr these too, te companies need to market their websites through billboards and posters at various customer touch-points. Mreover, snce grocery products are perishable items, cstomers do not feel like taking up. ..
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