The marketer must have a system allowing customers to easily place orders. This system can be as simple as a consumer walking to the counter of small food stand to purchase a few vegetables or as complicated as automated computer systems where an electronic order is triggered from a retailer to a manufacturer each time a consumer purchases a product at the retailer’s store. In either case, the order processing system must be able to meet the purchasing needs of the customer.
In some cases, an efficient ordering system can be turned into a competitive advantage. Firms such as Amazon.com, turned their order handing system into a product feature with the patented “1-click” ordering option that streamlines online ordering by reducing the number of clicks needed to make purchases.