The Importance Of Traditional Shopping

Shop comfortably from home, time saving, no need to dress up. Growing interest of elderly online shoppers. (Ganesh, 2010, Wolfinbarger and Gilly, 2001)

10) Lack of sociability

For people that want to avoid personal interaction. This type of consumer want to avoid interaction with shop assistant. Shopping free of sales people, strangers, no negotiations with sale people. Traditional shopping environment includes social interaction (Wolfinbarger and Gilly, 2001).

11) Anonymity

Interest of consumer to protect their privacy (Ref).

Utiritarian motivations when shopping for groceries online mainly include .....

2.5.3 Hedonic motivations

Previous research suggested that the role of emotions, fun and pleasure in consumer behaviour plays crucial

It can fulfill immediate shopping needs without waiting for delivery. It can provide great sensory experiences— seeing and feeling the lively color of ripe fruits, smelling freshly baked pastry and bread - that is impossible to reproduce in the online environment. Resent report on global e-commerce (Nielsen, 2015) revealed that 61% of respondents all over the world consider going to the bricks-and-mortar food store is an enjoyable experience. 57% of respondents find food shopping in a traditional store is an entertaining time out for the family (Nielsen, 2015).

2.5.4 Customer Motivations to shop for groceries online

Joost van der Laan in his recent report suggested several reasons why online grocery will never reach popularity of traditional shopping:

1). Online shopping for groceries is boring, as it takes away the joy of touching and smelling the products; the joy of making spontaneous purchase; there is also no personal communication with a seller.

2). E-shopping is complicated, as one has to look pages and pages of products, images and titles; moreover there is a stress of missing the home delivery order

3). E-grocery is still expansive, minimum order size required for free delivery is quite high

4). Traditional supermarkets are constantly improving their quality and efficiency, thus making it difficult for the online retailer to

Start-up HelloFresh, www.hellofresh.com/tasty/

At the end of the year 2015, HelloFresh revealed a record of delivering 6.1 million meals in seven countries including the UK, the Netherlands, Austria, Australia, Germany and Belgium, as well as across the US.

Another German Start-up from Berlin, Kochzauber, was acquired by Lidl in November 2016. It was founded in 2012 with a concept similar to the HelloFresh idea: deliver boxes with fresh ingredients and healthy recipes directly to consumers’ homes. Currently Kochzauber operates in Germany, but it may start also to operate in the UK, since Lidl plans to increase its sales in the UK by entering online food retail.

British start-up Hubbub found a niche in the delivery of local food products ordered online. Hubbub specializes in delivering high quality food from small butchers, bakers and macaroon-makers (Figure 22). All ordered items are combined in one delivery and are delivered directly to the customer. Recently, Hubbub has also launched Hubbub Catering for events (https://www.hubbub.co.uk).

Figure 22. Start-up Hubbub.