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their customer relationship through different schemes; loyalty card is one of those. Both companies use their loyalty cards. Tesco's loyalty card is called as 'Club Card' and Sainsbury's card is called as Nectar Card. Tesco and Sainsbury are two supermarkets who offered loyalty cards in initial time. Tesco launched club card in 1994 for first time and Sainsbury followed Tesco in 1996. But in later stages Sainsbury's reward card is replaced with Nectar car which is a loyalty card for many other major brands. These schemes had been developed to provide each customer an extra benefit for shopping and its main intention is to retain customers. Loyalty cards are beneficial if and only if customer do more shopping in their company chain. When customers do shopping in company they are gifted by points for their shopping. These points can be redeemed to get money off at shopping. Generally discount amount will around 1% of their shopping. On special products companies offer some extra points up to 4 times. These retailers also offer credit cards for their customers and will award points for their spending through credit cards [financial services also provide bonus points] (The Independent, 2005). The economist informed that the huge loyalty card database potential is the real benefit for retailers.

4.5.3.3. Shopping trolley:-

According to Bannister (2002) another greatest facility for customer is providing persistent shopping trolley. Trolley facility allows customer to shop in their free time and can checkout at that moment or else they can come back after a while to continue shopping.

Tesco and Sainsbury facilitates customer by providing online shopping trolley which will help customers in several modes:

Recognition of customer from the previous visit will make customer to avoid initial steps for shopping and it will also increase customer flexibility towards shopping in means of time and usage.

Customers can shop gradually and can add or remove products at check-outs.

For regular or existing customer their shopping list will be saved so they can re-order the same list of can make few changes or they can go for completely new list.

Companies can gather shopping data, so they can analyse customers' behavioural towards shopping. It will help to improve the services and to design the strategies.

4.5.3.4. Images:-

According to Hong et al (2004), providing product image facility to online customer will increase the shopping list of the customers. Since they are unable to touch or view the product directly providing images will help them to shop online more. However, some of researcher argued conversely that, implementing image facility need high performance and high speed internet facility to download images which will reduce the accessing speed of products since loading webpage will take time (McGoven, 2001). But recent improvements in internet speed wave off all these difficulties. Both Tesco and Sainsbury are providing image facility for majority of products.

4.5.3.5. Layout:-

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