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	lessons for retailers are the need for A clear and well defined e commerce strategy
	... There is also a diversity of retailers ranging from global leaders e. ... in grocery retailing, to those still who have not even begun to think about e-commerce i.e. ... Indeed, the use of e-commerce appears to increase with the size of the retailer orders, the greater the pressure on Austin reed to establish an effective web presence in order to meet customer expectations. Austin reed is very particular about the brand image and thus the involvement through e-commerce has become a motivator. Key findings (5) Customers act as the important motivator in bring the e-commerce: The importance of keeping the customers loyal to the Austin Reed Brand is a key external enabler for bringing e-commerce. Approximate Word count = 439 Approximate Pages = 1.8 (250 words per page double spaced)

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