The content of the sites can be dynamically customised depending on the user s profile, his or her purchasing habits and particular personal interests. Switzerland s first virtual supermarket selling brand-name groceries for direct home delivery to the country s consumers is a good illustration of the idea in action. The site developed by Sema in partnership with Axe Communications for Le Shop SA currently attracts thousands of members who spend an average of around 100 Swiss francs each time they shop through the site. Over 2,500 products are currently available on-line. Items for sale are grouped in categories, just as on a supermarket shelf.
Customers can see the packaging and refer to information about the product.
A key feature of the system is that it stores details of the shopper s previous purchases, and can build tailored shopping lists reflecting the consumer s needs and tastes and a totally personalised My products area. The site s commercial strength is that it not only offers members a wide range of items at the same prices as traditional sales outlets, but also specifically includes the consumer s favourite products. The platform is designed so that new products can be added rapidly and easily to the shelves of the virtual shop. If an order is placed before 4.30pm, next-day delivery is guaranteed for a cost of nine Swiss francs. Same-day delivery is possible, even on Saturdays, for an extra nine francs.