What E-Grocery Customers really want: Personalised Personalisation

E-grocery is not as successful or as extensively used as other types of e-commerce. Why this is so is widely debated but there is, as yet, no consensus of opinion. One of the issues that may play a large role is personalisation. In order to determine users' personalisation preferences, we used a Web-based questionnaire to assess e-grocery attitudes and needs. This paper presents the results of the questionnaire that shows how personalisation features are differently valued according to user demographics