Competitive Response In Supermarket E-Commerce.docVIP

 PAGE \* MERGEFORMAT 8 Competitive Response In Supermarket E-Commerce Will e-commerce turn grocery shopping into a new virtual business design, or will supermarket chains absorb e-commerce power to improve the services of its facilities - new product development or product improvement. The Supermarket was a massive customer service advance in the grocery industry. All the foods and packaged goods that Americans could think of found their way into the neighborhood, under one roof, and at lower prices than the little corner groceries. In time, parking was added, and the expansion of commercial traffic along strip malls carried the supermarket to every place in the USA,-cities, suburbs, ex-urbs, and the rural beyond. Chain store development changed distribution patterns. Manufacturers and specialized distributors shipped their products directly to Chain depots, which then sent the wares by lorry to stock the stores. The old sight of manufacturers’ trucks pulling into the supermarket lot is passed, only the company lorry enters. Few Americans are more than one half hour from a supermarket. Many within fifteen minutes. Convenience and price drive competition in the mainstream market. Consumers have only six remaining points of inconvenience. (1) They must get to the store and drive back home again. (2) They must still select items for purchase on their feet. (3) They have to wait in line to pay for their purchase. (4) They must set the bags of groceries into the car, and lift them out at home. (5) They must unpack their groceries and put the items in their place. (6) Very few supermarkets are open 24 hours. Many supermarkets have addressed several of these problems. Some take home delivery orders. More stores will follow. Modern shopping carts, rational shelving and efficient store design makes for swift and easy selection. Scanning and more recent checkout innovations reduce waiting time, though there is still a backup. Attendants set bags in you car, but there s