“I ordered raspberries. They ship me cauliflowers.” That’s how a Californian shopper described their on-line grocery expertise shopping for groceries from Walmart utilizing the Instacart app. Our fieldwork has revealed comparable mishaps. These mismatched substitutions have change into a logo of a deeper drawback—one which quietly erodes profitability, damages buyer belief, and impedes the expansion of on-line ordering in retail.
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