Traditional retailers seen lacking in web functionality

Traditional retailers seen lacking in web functionality

"[Supermarkets] went out and looked at the top Internet retailers, like Amazon.com and Best Buy, and tried to imitate that, rather than trying to create an experience modeled on the way people shop for groceries.” —BRIDGET FAHRLAND, Fluid

Traditional brick-and-mortar grocery stores should work to improve their customers’ online experiences, according to research conducted by ecommerce service provider Fluid.

“Stop designing traditional ecommerce flows,” said Bridget Fahrland, VP of client strategy for Fluid, in a conference call hosted by Wells Fargo to discuss the company’s research. “It looks like [supermarkets] went out and looked at the top Internet retailers, like Amazon.com and Best Buy, and tried to imitate

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