GENUARDI'S BETS ON WEB SITE TO TIGHTEN LINKS WITH CUSTOMERS

DEENA AMATO-McCOY

NORRISTOWN, Pa. -- Genuardi's Family Markets here is improving its customer relationships through the launch of an interactive web site featuring live cooking classes, and soon will offer interactive chat sessions and ordering options.

"We entered into this new medium to help us get a better connection with our customers," said Alan Tempest, director of marketing for Genuardi's. "Using the Internet is becoming a way of life for people. We feel that eventually this will be an extensive medium of commerce and a strong selling tool for us."

While Genuardi's is not yet using its web site for electronic commerce, plans include on-line ordering of prepared items such as gift baskets and deli trays in the next six months. Further in the future, when it has more fully developed its fulfillment capabilities, the retailer plans to use the web site to offer home-shopping services.

The retailer is already offering on-line cooking lessons conducted by a Genuardi's chef and featuring audio and video. "As the on-line customers follow the recipe, they also have the option to download the featured meal, or they can explore a database of over 2,500 recipes," said Tempest.

The site can be accessed at www.genuardis.com. Though he did not give specific results, Tempest did say the site has been getting constant activity since its launch Nov. 5.

The Genuardi's site offers information on the background and history of the retailer, e-mail options, store locations and a finder that maps out the most direct route to a selected store.