Safeway Stores is one of Britain‟s leading food grocers, employing around 90,000 staff and owning more than 500 stores across Britain. Because the penetration of personal computers (PCs) in Britain is lower than in the United States (U.S.), IBM developed an application for Britain‟s Safeway Stores that enables customers to prepare their shopping lists on a personal digital assistant (PDA) and transmit their orders to the store for subsequent pickup without having to walk the aisles of the market. Shoppers quickly jumped on the convenience, which removes the marketer from the opportunity to suggest via attractive displays the spontaneous purchase of additional products that invariably fill up the shopping cart.