But processing that order represents an added cost for the store and should earn the store a fee. Otherwise, in-store shoppers would be subsidizing Internet shoppers. Then a store employee only has to go through the store picking perhaps 20 percent of the order. Three Goals for Retailers Following are the top three recommendations summarizing analysts' reports, news stories and interviews with industry observers who spoke with Food Distributor . Focus on customer loyalty.
All experts agree that the key to success is to keep customers coming back.
But most experts also say that customers buy online for the convenience - no parking hassles, no standing in line at checkout, etc. So the seller must find a balance between offering product, pricing and delivery options while keeping the process simple. Product quality is a major factor in customer loyalty, and customers can be very unforgiving even about small problems, particularly if they are chronic. E-grocers are apparently very erratic on this score. The Chicago Tribune ran laboratory tests on groceries purchased online and ran a long story about high bacteria counts, insect infestations, poultry that was beyond its expiration date, and prepared food that didn't live up to its advertising.