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Front-end and formative evaluation studies were carried out as part of the development of MyGrocer, a second-generation pervasive retail system. The authors' initial motivation for developing a retail system using pervasive computing technologies was to investigate grocery supply chain optimization. But research carried out to support the system's conceptual design and implementation evaluation indicated that although indeed efficient in addressing the problems it was designed to solve MyGrocer would also have an immediate, positive effect on the grocery shopping experience.