Retailers shift their ad spending from TV, radio and print ads to digital ads.
The food and drug retailers in our Hot 100 list show how it’s done.
Everyone, of course, needs to eat, drink and be healthy, but selling foodstuffs and pharmaceutical products through the Internet has never been easy. The food and drug retailers in our Hot 100 list, however, show how it’s done with e-commerce sites that rival and even surpass stores in their ability to personalize and organize the shopping experience for customers.
Proctor & Gamble set a new e-commerce pace for the consumer packaged goods industry this year when it launched PGeStore.com, which is loaded with features designed to save shoppers time in finding and buying what they need, ranging from laundry detergent to toothpaste. Ease of shopping for a broad range of household products is also the calling card at Alice.com, where shoppers can buy products from hundreds of manufacturers that they may never see on store shelves.
For sweet tooth shoppers and party planners, BlairCandy.com allows for searching by color or event type as well as by brand and category, and CreateMyChocolate.com lets customers choose their own ingredients. For those seeking just the right blend of coffee or tea, Intelligentsia.com helps customers buy its products at the peak of freshness.
At Wine.com, both the casual wine drinker and the serious connoisseur benefit from the retailer’s ongoing drive to make its site informative as well as easy to shop. “We’re trying hard to be innovative and get better for our customers,” says director of business development Cam Fortin.
And when we overdo it on the food and wine, Walgreens.com is there with 24/7 live chat with the pharmacy staff through a web site integrated with both its mobile commerce strategy and chain of more than 7,500 stores.
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