Chapter 7

Life…to Go!*

Lifeto go! is an online-based delivery service of what will initially be groceries. It is a service company that allows customers to visit its website, order and purchase their groceries, and then have them directly delivered to their door or to their address of choice. The inventory of grocery products will be provided by the company’s partners, which are two supermarkets with a significant market share in the Dutch market and who are direct competitors of the largest supermarket chain in the Netherlands, Albert Heijn (AH).

This partnership allows Lifeto go! to benefit from an established customer base and well-known brand names and high-quality and service evaluation while providing the partnering supermarkets with ...

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