CONTINUING CASE ASSIGNMENT: GO SHOPPING Assume that you are shopping on the Internet for an item in the same merchandise category you analyzed for the Comparison Shopping exercise in Chapter 2. Go to the retailer’s website, and compare the merchandise assortment offered, the prices, and the shopping experience in the store and on the store’s website. How easy was it to locate what you were looking for? What were the assortment and pricing like?

What was the checkout like? What are the categories and/or sub-categories? How many SKUs were in each category and subcategory? What features of the sites did you like and dislike, such as the look and feel of the site, navigation, and special features?