I sat down the other night and ordered my groceries online from Sainsbury’s, for the first time.
I registered, made sure they delivered to my area using a postcode (handy feature that) and I was able to add my loyalty points card, this was expected but I’ve been disappointed at the lack of continuity before.
It was a standard shop, ranging from cleaning products to vegetables to toothpaste. The products were categorised well and the breadcrumb ensured we didn’t get lost at the back of the store looking for Oxo Cubes.
When I couldn’t find a product, or didn’t know which of the categories to dive into I simply used the search. Mind you, if you don’t know how to spell correctly (how do you spell broccoli, isn’t there an h in there?) then the search isn’t useful. Sainsbury’s need to apply some Google-esque search technology.
The products added were always visible in my shopping list to the right of the screen – complete with the ability to increase / decrease amounts or remove altogether. Once you added a product to your list a marker was left in the store listing, stating ‘added to list’, handy feature, I thought.
Adding the products took some time, but no more than if I were jostling along side a thousand other shoppers on a busy Friday night. Plus, you’re shopping list is saved so that you can go back and simply re-order or edit and re-order. This then makes online shopping far, far quicker if it wasn’t already.
The most significant aspect of online food shopping was the way in which I chose products. There was no shelf in front of me, no opportunity for marketeers to push products into my line of view which I didn’t want, there were no aisle ends with flashing lights nor attractive promotions people dispensing bite size chunks of pizza or pie.
Instead, when I visited an online ‘aisle’ all I saw was an alphabetically listed selection of products with a price. Within that list were products on special offer, denoted by a small marker image. It was easy to glance at these special offers and make a decision based on the information displayed. I actually purchased £19 worth of special products – as I was neatly informed on my shopping list. In fact I began to look for specials, it was just so easy to spot them, and quickly understand what they had to offer.
Maybe eventually the online ‘aisles’ will end up like the physical ones, confusing and assembled based on the price of shelf space.
The food arrived during the pre-selected time slot with no problems at all. It worked like clockwork.
There was a £5 delivery charge. Does that tarnish the experience? Well, it beats the fare in a taxi to the shops, or compares to the £1 - £2 I would spend in petrol to drive there. Ultimately I’m spending that £5 on time. Time for me not to have to go to the shops on the weekend.
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