E-commerce and in fact retail is all about friction.

Friction between awareness of the brand
Friction of being in the right location to pop into a store
Friction about pressing the buy button on an e-commerce site.

All of these create massive problems and inefficiencies, and your job as a retailer either online or offline is to remove these friction barriers.

At Diet Chef we think a lot about these issues. Especially when you are in an industry that changing product is just about as big an issues as purchasing in the first instance.

So work out how to make product switches as simple as possible, remove the friction of product changes or cancellation. You will be amazed at the results

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