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Tesco online (tesco.com) has developed a sophisticated and extended shopping experience which sets new standards for retailing. This article presents a brief case study of the Tesco online shopping experience in order to illustrate the way in which the online shopping channel can be engaged to extend the offering to the customer. The Tesco homepage offers access to two categories of products: those delivered from store, and those delivered from a warehouse. The shopping experience is supported by good dialogue design and the availability of a range of effective navigation devices designed specifically to support the type of regular shopping trip that supermarket customers can be expected to make. In online supermarket retailing delivery is separated from selection and payment and can be viewed as a distinct component of the service experience. You and Your Child is an interactive online magazine that provides both information and access to the online community supported through iVillage.
Jennifer Rowley (Thu,) studied this question.