Abstract
Marks and Spencer, Tesco, Morissons, Sainsbury's, Spar, Londis, Aldi, Lidl, etc ...with the upcoming Yule, supermarkets are working twice as hard to achieve their ends. As they proudly display the reassuring colors of Santa Claus on their websites, home pages are a festival of twinkling snowflake pixels, enticing "gif"cornucopia and sweet digital reindeer. Supermarkets are one of the most competitive markets with million of pounds at stake, whether it be offline or online, especially during Christmas time, during which their usual payoff increases threefold. The fight is unremitting and a single little mistake in the marketing strategy can make them lose clients a dime a dozen. In the UK, 70% of households have access to the Internet. Knowing that in Europe, the UK has the third highest number of Internet users having ordered goods or services for private use, and sales volume for online food stores increases by 10,4 % in 2009, they have got to stay clear of every single mistake to maintain a positive profit margin.
This report is going to deal with the online strategy and the means used by supermarkets to make us buy or click here more than there.
Secondly, we will have a quick look at the advantages and drawbacks of offline and online purchases.
But before all this, we will make a quick comeback to the past for some history and a description of one of the leaders of supermarkets across the United Kingdom : Spar.
