INTRODUCTION

Groceries are different from many other products, such as music and books, that are commonly purchased online. Many grocery products are perishable and therefore time-sensitive in terms of their delivery needs. In addition, groceries are a replacement product, i.e., the same basket of products is more-or-less purchased on a regular basis. Finally, groceries are high-touch items, meaning that consumers like to inspect the quality of items they are purchasing.

This growing market had attracted an number of “pure-plays” - companies that focused exclusively on selling through the Internet, and attempted to replace traditional bricks-and-mortar supermarkets. Most of these pure-plays failed spectacularly. Today, traditional bricks-and-mortars stores are increasingly entering the online market in an attempt to leverage both brand awareness and create distribution efficiencies

The decision to purchase groceries online occurs after consumers evaluate the benefits and costs of this decision versus using a traditional brick-and-mortar versus a straight online store. There are five critical elements that determine whether a consumer shops online or in a traditional grocery store (MyWebGrocer, 2001):

1. Price; 2. Ambiance; 3. Convenience; 4. Service; and, 5. Product variety.

What is an Online Store?

An online store is a place where potential customers can find information quickly.

An Online store is a place where potential customers can:

♦ Find what they want and what they need without delay. ♦ Find information and research products.

♦ Do their homework.

♦ Compare pricing. ♦ Spend money. ♦ save money.

♦ Shop without tearing their hair out.

Why consumers shop onlineConvenience of 24/7 shoppingSaves timeLess hassle / no crowdsEasier than in store shopping

Unique products not in stores

Free shippingEasier to comparison shopBetter prices

Pay less / no taxes

Every single potential customer needs to be able to:

Navigate easily. Browse for products. Search for products (if you sell many). Understand the products. Get to their shopping basket. Get through the checkout procedure. Know the order was successful. Know how to contact you if there’s a problem.

How to develop online grocery store:

GROCERY SHOPPINGThe basic task of grocery shopping is simple when viewed at a high level of abstraction. It is simply a matter of:

1. Decide what groceries are required2. Select the groceries3. Pay for the groceries4. Get the groceries home5. Put the groceries awayThis simple model also applies to internet grocery shopping with the difference that item is carried out by the supermarket rather than the customer. If one views internet grocery shopping as a service, then the way in which that service is implemented will affect the dependability of the service.

A BASE MODEL

Our literature review revealed that no prior study has attempted to link the three key concepts of intention, adoption, and continuance and investigate the process of online consumer purchase as a whole. By integrating Fishbein’s attitudinal theoretical model (Fishbein 1967) and the expectation-confirmation model (Oliver 1980), we attempt to associate the three elements together and form a base model – Model of Intention, Adoption, and Continuance (MIAC) (as depicted in Figure 2) for the development of an online consumer behavior framework Fishbein’s attitudinal model has been widely used in the marketing context (Lilien et al1992) and this paradigm provides researchers with a useful lens for examining the factors explaining consumer purchasing intention and adoption. According to this model, behavior is predominantly determined by intention. Other factors like attitudes, subjective norms, and perceived behavioral control are also shown to be related to an appropriate set of salient behavioral, normative, and control beliefs about the behavior. However,

Fishbein’s model stops at the adoption level and does not capture other important factors that explain and predict consumer continuance behavior (repurchase).

The expectation-confirmation model (Oliver 1980), on the other hand, focuses on the post-purchase behavior. It is a widely used model in the consumer behavior literature, particularly in explaining consumer satisfaction and repeat purchase. Satisfaction is the central notion of this model and it is formed by the gap between expectation and perceived performance (Oliver 1980). The expectation-confirmation theory suggests that if the perceived performance meets one’s expectation, confirmation is formed and consumers are satisfied. Bhattacherjee (2001b) stated that satisfied users are more likely to continue the IS use. Thus, we point that adoption and continuance are connected to each other through several mediating and moderating factors such as trust and satisfaction

Online Merchants and Intermediaries CharacteristicsResearchers such as Hoffman and Novak (1996) and Spiller and Lohse (1998) have suggested a broad classification of Internet retail stores as well as the key attributes and features of online stores. These studies provided us with a better insight into the study of online merchant and intermediary characteristics. In the current study, we included factors like service quality, privacy and security control, brand/reputation, delivery/logistic, after sales services and incentive in our framework of online consumer behavior.

These five domain areas were integrated into our base model (MIAC) to form a framework for the study of online consumer behavior. This proposed framework not only provides us with a cohesive view of online consumer behavior, but also serves as a salient guidance for researchers in this research area.

Figure 3:

Previous StudiesOne market segmentation study on online grocery buyers indicated that customers are upscale (income over $70,000), young (under 45), and educated (some college) where saving time is the key benefit (Morganosky and Cude, 2001). Another study reported a similar profile for American online grocery shoppers: 35 to 44 year old, white female homeowner, household income of 50 to 80 thousand dollars per year, with teenage children (Ano-nymous3). In addition, the per order profit is not important if they shop regularly, for example, once a week. Ac-cording to Darrel Rigby, Director of Bain & Co., “Online retailers should take a more focused approach because all customers are not created equally. It is more important to have a loyal group of the right customers than to have lots of the wrong customers” (Pastore, 2002). Ahold, one of the few large retail grocers actively in the online grocery business with prospects for online profits in the near future, has narrowed and focused its online presence to a smaller number of cities, a scaled down list of commonly wanted products, a minimum order of fifty dollars, and a delivery charge. Even with an average order of $132, they can only clear a small profit, suggesting segmentation is essential. Safeway Inc. is using the on-line grocery model that Tesco developed in the UK. They successfully use store level inventory, special grocery carts with the order and a map of the store displayed on a

screen, and use pickers during off-peak time in order to avoid interfering with the regular in-store customers (Toby and Grimes, 2002). Other retail grocers are viewing the online grocery business as a growth area but only in niche markets. Products like fine wines and luxury, gourmet, and organic foods are all attractive online markets since the products yield higher profit margins and typically attract knowledgeable customers.

Market Analysis Summary

By household size, grocery spending ranges from an average of $51 per week in one-person households to $130 per week in households of five or more. Per-person spending is inversely correlated with household size: per-person weekly expenditures are only $23 in households with five or more members but $35 in one-person homes, according to the the Food Marketing Institute.

To make our advertising and printing dollars work their smartest, we need a team that will work its hardest. The Viking Creative Services Department is ready to meet those needs by providing everything from concepts and design to printing and signage. They are experts in the process of creating and printing advertising, brochures, newsletters, business forms, stationery/business cards, P.O.S. materials, screen-printed clothing/merchandise, and weekly 4-color grocery insert mailers/circulars. Whether we need a bag stuffer, a new logo, billboard advertising, radio spots, TV commercials, or a video, their creative and professional team of associates and state-of-the-art printing equipment offer customer high-quality products in a timely and efficient manner.

Market Segmentation

Seventy-three percent of our shoppers are female head of the households, 11 percent are male head of the households, 15 percent are both and 1 percent are other. Household Income: Average weekly household spending ranges from $68 for shoppers earning under $15,000 to $118 for those earning more than $75,000 per year. Spending on groceries at the consumer’s primary store also increases with income from $57 per week for those families earning $15,000 or less per year to $95 per week for those earning over $75,000.

Target Market Segment Strategy

Our store will meet the grocery needs of the surrounding neighborhood of female or male head of households earning $15,000 per year or more.

We will reach our consumers by taking full advantage of Viking Stores’ single clearinghouse for manufacturers’ coupons, Viking and manufacturers’ in-ad coupons, and warehouse damage coupons. Our redemption programs will include Viking gift certificates, selling-show vouchers, and mail-in rebates. Other services include the Viking Gift Certificate program, in ad coupon redemption, and scan-down service to manufacturers and brokers.

Technology: Electronic Marketing

Viking is committed to keeping up with technology changes, thereby gaining a competitive edge in the marketplace. Computers and other information systems are integrated to provide management information and time-saving tools.

These include:

E-mail systems Standard accounting software Computer-based training

Support is always available to answer system and software development questions, or provide programming solutions as new industry developments appear.

To support our retail store(s), electronic marketing allows us to access complete data analysis and marketing services. These services include data storage, strategic planning/consultation, sourcing for card/key tag manufacturing, custom marketing program development, promotions and campaigns, electronic marketing training and education, retailer-specific data analysis, and support of third-party programs.

INDIAN SCENARIO

The ecommerce industry in India is all set to touch Rs. 9210 crore by the end of FY08. (30% jump from Rs 7,080 crore in ‘07). Here is the division, as per the survey conducted by the IAMAI and IMRB.

Online Travel Industry: expected growth rate of 30% to Rs 7,000 crore by end FY08 (from 5500 crores in ‘07)

Online Classifieds: expected to reach Rs 820 crore by end FY08 eTailing (i.e. online retailing/auction): expected to be a Rs 1,105 crore industry by end FY08 (from

Rs 850 crore in FY07. Digital downloads (i.e. downloading from Internet to mobiles using wap phones or web) and paid

content (research/exclusive videos/articles etc) accounted for the rest of 285 crores.

Few interesting excerpts from the report:

Out of the 13.2 million internet users across 26 cities covered in IMRB’s earlier research of 2006, 14.2% use the Internet to buy travel tickets; 5.5% people do online shopping especially products like Books, Flowers, Gifts etc. and 5% people deal in stocks and shares through the internet.

It has been observed that most of the Online Shoppers start their e-Shopping journey with buying Air/ Railway Tickets. This might be because the service provided in case of Travel, especially Ticketing is undifferentiated with the place of buying the tickets. The buyer is ensured that he would get the same service as his co-passenger who has bought his tickets from the physical counters.

Size of Online classifieds industry stands at Rs. 820 crores (Online Matrimony Segment = 140, Online Jobs Segment = 600, other segments: property, automobile, etc = 80 crores).

Size of Digital Download Industry is Rs. 255 crores (50% jump from last year

The major triggers of e-commerce in India were:

Saves time and efforts Convenience of shopping at home Wide variety / range of products are available Good discounts / lower prices Get detailed information of the product You can compare various models / brands

And some of the major barriers at present were:

Not sure of product quality Cannot bargain/Negotiate Not sure of security of transactions / Credit card misuse Need to touch and feel the product Significant discounts are not there Have to wait for delivery

FACTORS AFFECTING THE E-GROCERY BUSINESS MODEL PERFORMANCE

There were many factors which had to be taken into account when planning to take the

e-grocery business model into use. Some of them were external factors to the company

related to the national and industry-related marketing environment. In addition, there

were many internal factors which could enable or inhibit successful performance of the

e-business model.

It was found that a silent revolution in e-business was taking place, traditional and

electronic markets were complementing each other, and multi-channel model was

gaining popularity. It was also noticed that mail order companies had their strengths in

capabilities of remote selling, logistics and selection, and e-business was integrating

into the basic structures of companies.

The trading company’s e-commerce trading expanded considerably, and accounted for

nearly five percent of its net sales in 2002. For the most part, the e-commerce sales

consisted of sales to retailers and other business-to-business trading. In comparison

with b-to-b trade, e-commerce sales to consumers were at a modest level, although

clearly on the increase. The multi-channel model was adopted meaning that the

customers may choose the channel they prefer. Although the problems of e-groceries

all over the world are basically the same, there are some specific national features.

Extensive consumer surveys had been conducted, and knowledge on actual consumer

behavior, the size and the purchasing power of target groups had been obtained.

According to these, consumers expected an easy, fast, and reliable way of shopping at

a competitive price. The markets seemed to be gradually getting ready for further

actions. In Finland the e-grocery potential is very small, the population is small

dispersed in a large geographical area with a growing elderly people, who are not keen

on technology.

On the other hand, there are many favorable prerequisites for e-commerce in Finland,

such as high Internet and mobile phone penetration, population’s migration to bigger

cities, high utilization rate of advanced e-banking technology, high acquaintance with

self service in retailing, as well as relatively high confidence on national institutions and

companies. The critical success factors at grocery business are a cost efficient way of

working (restricted selection of merchandise, outsourced services such as logistics),

sufficient regional purchasing power, regular customers, regional companies

specialized in local distribution, and private households as well as small and medium-

sized companies as customers.

Several feasible business models were considered. Distribution, the distribution

channel conflict issues, and logistical solutions (local distribution, inventories, picking,

and unbroken cold chain) had been thoroughly discussed. A potential future business

model could be based on regional storages offering merchandise according to the same

concept of marketing and pricing for all or on small companies specialized in local

distribution. There are no regional logistics companies in Finland.

The regional storages’ logistics arrangements should also serve the physical

distribution chain, because the online retailing is not yet enough to provide profitable

business. New ways of business could mean giving up or restructuring traditional value

chains, and also finding new partnerships and networks.

The trading company has gathered knowledge into its e-business unit to serve the

whole company. Although business-to-business commerce is important for the trading

company, investments in resources in business-to-consumer sector will also be made.

For the retail chain business-to-consumer e-commerce is important for image reasons.

Even if consumer behavior changes slowly, the retail chain aims at obtaining

knowledge about any such a change. They are the market leaders and expected to be

the first mover in this business. Local entrepreneurship and centralization of activities

were important in the chain cooperation. Ordering systems and extranets for retailers

had already been built. The retailing and wholesaling information systems were

changing, and the information for managing the local retailing was to be obtained

through the Internet from the joint system.

A local retailer can easily and cost-efficiently set up his/her website and all stores have

their own Internet connections and e-mail. A lot of information is available for the retail

chain through the customer relationship management systems enabling also m-

commerce. For example, in the store, recipes and additional product information could

be offered, mobile phones could be used as payment devices, and a shopping list could

also be activated by a mobile phone. The company’s vision was a multi-channel model,

in which customer relationships were seen from the interfaces of physical stores up to

ones of mobile devices and digital television.

Goals and Functional Requirements Specification

General goalsExamples of general goals for a shopping genre site:

To provide consistent information to all web site users To provide reliable and continuous access to information To provide a communication tool that is effective for the tasks to be performed To optimize resources (e.g. time, staff) To promote operations and activities that are not feasible in non-web shops

User specific goalsConflicting needs among different groups of users have to be identified. For example, some users will know what they want and require fast access, while other users may wish to browse. Different users will be interested in different types of product.

Functional requirementsExamples of functional requirements for a shopping genre site:

Allow user to browse through entire selection of products and order any single item or combination of items

Allow users to search for specific items Handle the complete transaction process including payment Allow users to specify delivery details Provide users with information tailored to their shopping history

Non-functional requirementsThese could include:

Users should feel they are deriving a benefit by using the web site Development and maintenance costs should not exceed benefits Web site should be easily accessible by all users

The Web Site ContextUsability issues within the site context include:

Creating a user-centered focus Positioning the content Navigation Making the site visible

User-centered focusUser-centered design can include the following considerations:

Keeping the user in focus. What do I need to do to target the intended audience? Design for clients’ hardware and software environments. Factors include,

computer type, network connectivity, physical location Site personalization. Anticipating the needs of the user

Positioning the contentThe experts in this area are the content owners and authors, usually the client rather than the designer. They should be part of the usability design team from the start.

Specifying the goals. Goals and functionality should be clearly marked and visible on the home page, possibly by using buttons or tabs with keywords denoting the site’s primary functions.

Specifying the tasks. The designer should specify and priorities the tasks. The priorities can help decide the order of functionality representation.

Organizing site and content. Make the site’s content coherent supporting the users’ mental models of the content.

NavigationWeb site users navigate:

On a single site and across sites Within a single site to find specific information or simply to explore Through the web to find a site relevant to their goals

The way a site is designed to allow users to navigate is closely related to the way in which the information in the site is organized

VisibilityVisibility is both a design and a marketing task.

Marketing: Arranging reciprocal links with other sites Submitting pages to search engines Joining a banner exchange programme

Design: Using well chosen keywords Placing keywords prominently in page, preferably toward the top, and in META tags Composing site name which reflects the content Using the business name as the domain name for companies Otherwise creating memorable domain name On frequently accessed pages only including internal links – links to other sites

should be on secondary pages Providing multiple language pages if necessary

The Web Page ContextIssues involved in the web page context include:

Consistency Coherence Information placement Information coding Color Text clarity

Type of page

Some of these issues are covered in the web design guidelines listed previously. We will deal with two of these areas in more detail here.

Information placementPage design is visual information management, using the tools of page layout, typography, and illustration to lead the user’s eye through the page. Users first see pages as large masses of shape and colour, with foreground elements contrasting against the background field.

Secondarily they begin to pick out specific information, first from graphics if they are present, and only then do they start dealing with the harder medium of text and begin to read individual words and phrasesUsers expect to see a caption or graphic which introduces the subject material. Most users expect to view, scan or read in Western culture’s left-to-right orientation. The result is that if all objects are given equal visual emphasis in the way they are presented, it is likely that the viewer will look first at the top left corner of the screen. It is common practice to place the most important content there. Often this is the site identification or company logo.

Another strategy for providing a starting point is to provide a stimulus which is noticeably different from the rest of the page, such as a large graphic or an animated object.

Page typesThere are three main types of pages:

Home page Content page Transaction pageEach type has its own unique design issues.

Home Page Should establish site identity Information should fit on one screen Provides clear links to main areas of site

At the top of a hierarchical site organisation Contains little textual information

Content Page Provides information Content should be chosen to be of interest to audience Information should be split into sections with subheadings Long pages permissible here Provides links to further content Should indicate position in site and provide link to home page or higher level page Content can be static or dynamic

Transaction Page Requires user action – interactive Must make it clear what to do Should provide feedback to user If transaction requires more than one page, the stage reached should be clearly indicated

Web elements: to make website more users friendly:

We design our websites for the web user – We want to attract the user, keep the web user interested and eventually turn the web user in an actual client. To achieve this goal we want to point out the following practical tips in creating a user friendly website.

Balance and Layout

The main focus of a user entering your website will be at the top left of the page, gradually moving focus to the right of the page. A further interesting fact is that today’s web users are more focused on the text on the page, more so than images or graphics. It is therefore important to grab the users initial focus at entering point, and then keep the focus with the text throughout the rest of the page. Balance also ensures a visually appealing page -  it will make your page easy to navigate, read and find the necessary items. The main aim of balance is to create a page that flows.

Simplicity

Simplify your website! At first glance, the web user wants to understand your website and find what he/she is looking for. Unnecessary visual elements may cause confusion and important items should be highlighted to immediately stand out. White space on the page is visually pleasing and easier for user to differentiate items/topics and makes navigation quick and easy. Complex websites with overpowering visual effects and

cluttered content will leave the user confused and stressed in their attempt to decode information on the website. The result – the user will exit your website in a hurry!

Fonts – Size & Type

The size and type of the font will have an effect! Web users want to read the information with ease and not decipher the text, at the same time we don’t want the user to step back and read from across the room.  San-serif fonts such as Arial and Verdana, with sizes no smaller than 10pt and no larger than 14pt are popular choices for on-screen reading.

Clean Backgrounds

A background is exactly that – a background! Be subtle and refrain from using textures and bright colours. Your background serves as backdrop for the main focus of the page. Background textures and graphics are distracting, and the more you add, the less noticeable your text and images become. A white background with black text will always result in a crisp, clean look and is easy to read. If you want to use colours, ensure that the colours will contrast with the colour of the text - i.e. using a lighter background with darker text. Darker and bright colours such as red and yellow cause’s visual fatigue - the reader will loose focus and will not continue reading the page.

Graphics

Our entire website is custom designed – this means that the graphics on your website will be unique, taking into account your own company profile and target market. We can therefore integrate all your design elements in a uniform format throughout your website, incorporating your branding – this makes the website visually appealing, easy to browse, and creates a lasting impression on the user.

Graphics are often overused – cluttering the page with graphics. This serves no purpose other than increasing the loading time of the page. A consistent use of graphic style ensures that the user becomes familiar with the graphics and anticipates seeing them, enabling easy navigation. 

Easy Navigation

This is an absolute must! The user must be able to find the required information quickly and easily. The user is visiting for website to gain information; if they can’t find it they will leave the website. Current practice is to place a toolbar across the top of the page or on the left hand side of the page. A well placed toolbar or navigation tool creates a sense of familiarity and facilitates quick and easy navigation.

Text Readability

You have a lot of information to share with your user – It is important to share and display this information effectively, by making your pages easy to read by breaking up blocks and creating short paragraphs. Highlight key points with clearly defined headings and subheadings also make for more effective readability.

Most users first scan a page looking for the relevant topic information and will then only read all information. Therefore highlighting key words or phrases by properly formatting content is essential. 

Scrolling

Horizontal scrolling is disorienting and annoying – users will find this frustrating.

Vertical scrolling is the best option, keeping the scrolling down to a minimum – users won’t scroll down endlessly and important information will be lost should they need to do so. Consider moving larger blocks of information to another page and provide links. It is also important to provide the key information at the top of the page – if this is the relevant information the user is looking for, he/she will take the time to scroll down.

A Fast and Slick Website

Users want to make contact without hassle and in the quickest possible time. Ensure that your pages load quickly – all users get impatient when it takes too long to load a page. Eliminate unnecessary graphics and reduce the use of scripts and in-line styles. You need to make an immediate impression so that the user is enthusiastic and wants to see and read more, otherwise he/she will move on to the next website.

Easy Steps to a User Friendly Website1) Create a Site Map

No matter what the size of your website, you should include a detailed, text-based site map, with a link to every page and preferably, a short description of what each page offers. The advantage of using a site map is that you don’t have to link to every page from your home page, but you should link to your site map from every page. Not only are site maps useful for visitors looking for specific information on your site, but they are great “spider food”, meaning they allow search engines to easily find and index every page on your site.

2) Use a Logical Navigation Structure

When designing your site navigation menu, use logical headings and link descriptions. For example, web site design services are much more intuitive to a visitor than Internet services. Use Cookie Crumbs to show visitors where they are on your site at any point. These are headings you often see at the top of websites and search portals showing what category and page you are currently browsing (e.g. Home > Travel > UK > Bristol > Bed & Breakfasts). Guide Visitors to specific pathways throughout your site. You can do these using Call-to-Action links instructing visitors what page they should view or what action they should take next e.g. Click Here to Order, Bookmark This Page, or View Our Catalogue Now.

3) Check for Errors Regularly

There’s nothing worse than browsing a site or following a link only to find it leads nowhere. Make sure you check your site at least once a month for any broken links.

Make sure your HTML code is designed to display correctly in different browser versions. Also ensure that your site hosting provider is stable and reliable to avoid any unnecessary downtime of your website.

4) Use a Consistent Design and Layout

Common sense rules here - make sure you use a consistent design and layout for each page on your site. This means using the same general color scheme, logo, consistent navigation menu, header and footer in the same location and consistent link attributes (e.g. always underlined). This way you never alienate your visitor or cause them to become confused and lose their momentum to keep looking.

5) Include a Site Search Tool

A user friendly website provides the visitor with the ability to search the site for specific keywords.

ATOMZ SITE SEARCH. This is a software program that provides site-wide search for websites of 500 pages or less, for free. It’s a quick and painless way to setup and customize your own site-wide search tool. They also offer a paid version for larger sites.

6) Ensure All Forms Work

It sounds obvious and it should be. If you’re going to make your site interactive with feedback forms, newsletter sign-ups, guest books and the like, then make sure they work! Double check each form field is large enough to accommodate even the longest of names. Think about your international visitors when creating fields such as Zip Code. Make it clear which fields are required by marking them with an asterix. Test the form to make sure it submits correctly and displays the right confirmation message upon completion.

7) Ensure Shopping Carts are Functional

This is vital for any type of e-commerce site. Ensure you have adequate product descriptions, pictures, specifications and crystal clear pricing. Include information on shipping and freight costs and integrate any taxes within your price list.

8) Include Obvious Contact Details

With all the scams proliferating the web these days, people are understandably sceptical when it comes to online business. To build trust, you absolutely, positively need to display contact details prominently on your site. If you’re not willing to provide a way for people to contact you, why should anyone be willing to buy from you? You should include your business address (preferably your street address and a postal address), a telephone number and at least one email address.

9) Use Easy to Understand Language

The Internet is no place for verbosity. People are in a hurry - they want to find what they seek quickly and easily with the least hassle possible. You can help them in this quest by ensuring your site pages use simple language and easy to grasp concepts

throughout. For example instead of brand-building web information architects, use website designers specializing in brand promotion. Keep the text on each page to a minimum, using bullet points and sub-headings to get your main points across or to demonstrate your product benefits. Use the old WIIFM (What’s In It For Me?) adage when composing your body copy to keep the user’s interests at top of mind. Remember your international visitors by avoiding regional word usage or technical jargon that could alienate. Want your visitor to take a particular action? Spell it out for them in plain English.

10) Make it search engine friendly

Last, but by no means least, make sure your site is search engine compatible. A user friendly site is generally a search engine friendly site too. Use body text and headings in place of graphical text. Use a text-based navigation menu instead of a graphical or drop-down javascript menu. Avoid frames, Flash or any code that could trip up a search engine spider trying to index your site. Use logical Title and META tags for each page, tailoring these to match the content found within. Scatter target keywords and search phrases throughout your body copy to give your pages better ranking potential on engines and directories for related searches. Don’t compromise the readability of your copy to achieve this - hire an expert copywriter to strike the right balance if need be.

REFERENCES

1. Bughin, J. and Zeisser, M. 2001. There is light at the end of the tunnel: Profitable strategies in online

retailing, Available on http://e-commerce.mit.edu/forum/.

2. Burke, R. R. 1997. Real Shopping in a Virtual Store, Peterson Robert A. ed. Electronic Marketing and the

Consumer. Thousand Oaks: Sage Publications.

3. Christopher, M., Payne, A. and Ballantyne, D. 1993. Relationship Marketing. Bringing quality, customer

service and marketing together, Oxford: Butterworth-Heinemann Ltd.

4. De Chernatory, L., Harris, F. and Dall’Olmo Riley, F. 2000. Added value: its nature, roles and

sustainability, European Journal of Marketing, Vol. 34 No. ½, pp. 39-56

5 .Ellis-Chadwick, F., Doherty, N. and Hart, C. 2002. Signs of change? A longitudinal study of Internet

adoption in the UK retail sector, Journal of Retailing and Consumer Services. 9, pp. 71-80.

6. P.J. Ambrose and G.J. Johnson, “A Trust Based Model of Buying Behavior in Electronic Retailing,”

Proceedings of the Fourth Americas Conference on Information Systems (AMCIS 1998), 1998.

7. E.B. Andrade, “Identifying Discriminating Variables of Online and Offline Buyers: A Perceived-Risk

Approach,” Proceedings of the Sixth Americas Conference on Information Systems (AMCIS 2000), 2000.

8. S. Bellman, G.L. Lohse, and E.J. Johnson, “Predictors of online buying behavior,”

Communications of the ACM, vol. 42, no. 12, 1999, pp. 32-38.

9. Greengard, Samuel, “The Evolution of Retail”, IQ, March/April 2002, pp. 43-49.

10. Morganosky, M.A. & Cude, B.J. “Consumer responses to online food retailing”, Journal of Food

Distribu-tion Research Family Economics NEWS, CSREES-USDA, December 2001/January 2002.

11. Pastore, Michael, “Pure Plays Face Trouble in E-Commerce Shakeout” Markets Retailing,

http://cyberatlas.internet.com/markets/retailing/article/0,1323,6061_397301,00.html, retrieved 4/18/02,

12. Shea and Zivic. “Click and Mortar versus Dot-Com: Who Will Win the Online Grocery Business?”, Ap-

plied Business Research Conference 2001, Cancun Mexico, March 2001.

13. Tedeschi, Bob. “E-Commerce Report: J. Crew Reaches a Milestone as its Sales Over the Web Exceed

Sales From its Catalog”, New York Times, Section C, Page 6, March 25, 2002.

14. Totty, Michael and Ann

15. India Business Report: e-commerce industry to touch 9210 crore, online classifieds: 820, online

travel:7000 crores!

16. Kahn, Barbara, and Leigh McAlister. The Grocery Revolution: The New Focus on the Consumer.

Reading, Mass: Addison-Wesley, 1997.