Company Business & Marketing
ISSUE: Nov, 1999
The Internet has revolutionised the nature of supermarket wars; moving the emphasis away from price, to the attraction of online shoppers. Several UK supermarket chains are fiercely competing for online shoppers through the introduction of innovative online services. For example, through their new service, Cyberzone, Tesco now provide customers with the opportunity to purchase goods not available in their stores. Many of the supermarkets have launched their services in test markets initially, with the intention to increase distribution if they prove to be successful. There are advantages from encouraging online shoppers; the US based MARC group reports that this emerging consumer group are more loyal, spend more (per visit), and take greater advantage of coupons and premiums than traditional customers.