Online retailers admit they also have work to do. For all the convenience and value to be found in web-based stores, humans remain tactile creatures that like to touch, see and smell. It’s an advantage that gives supermarkets the edge as the top shopping destination. “In many respects consumers want certain things from a store. They have the face-to-face interaction,” said Zucker of Vitacost. “The other thing you get is immediacy. You get it ...

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