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In the UK, the Retail Bulletin reports that Tesco has created a special "Commuter Zone" on its website, offering "a limited number of popular products for breakfast, lunch and dinner such as cereals, sushi, fresh fruit and chocolate as well as Tesco Finest £10 Meal Deals," targeted at "workers who want to avoid the hassle of carrying heavy shopping home at the end of the day by buying food and groceries via their smartphones."

Ken Towle, the company's director of internet retailing, explains the rationale this way: "We know that many of our customers have busy lives, but that they still want quick and easy access to great food at great value.  Our new commuter zone is the latest way we’re helping customers to manage their time, by pulling together a range of high quality products and categorizing them to reflect the working week ... As the nights close in and it gets colder and darker, customers needn’t worry about stopping to shop on their way home – Tesco can deliver their order straight to their door, giving them more time to enjoy their evenings and weekends.”

The story says that Tesco's Commuter Zone "has launched nationwide, with initial marketing activity in London."
KC's View:
The Commuter Zone illustrates one of the things that online retailers can do that bricks-and-mortar retailers cannot (at least, not without a great deal more effort). The Commuter Zone does not really feature any new products, but it is able to reorganize them and market them in a different context, positioning them for a specific purpose without moving around fixtures and SKUs.

While it may be more complicated for physical retailers to do this, it is an approach that they need to consider - how can they be more flexible in terms of how they position and contextualize their stores in different kinds of ways.