In this new video, L2 researcher Giulia Prati speaks about the great divide in the UK Personal Care market. Retailers of Personal Care items, mainly supermarkets, have been incredibly innovative in e-commerce fulfillment and site sophistication. As a result of their efforts 35% of UK shoppers used click-and-collect in 2013, a higher percentage than in the US or Germany. Supermarkets are innovating by building lockers in unexpected but highly trafficked locations such as train stations and airports. Meanwhile, personal care brands have been slow to integrate e-commerce. For more on the digital competence of 67 personal care brands in the UK, download a copy of the Digital IQ Index: Personal Care |UK.