Many ASDA supermarkets remain poorly set up, with their fresh offering tucked away in a corner rather than given prominence at the front of the store, as modern shopping habits require. “Purpose implies a clearly articulated and well-defined ambition for the organization. An ambition that generates strong and lasting emotional bonds between employees and remains constant over time” (Spector, 2013). According to Gagnon (2013), leaders must help employees see how much better things will become once the change effort is successful. Another good practice used is to build a “coalition for change” (Gagnon, 2013). This task may not be easy to accomplish, but it is a critical step in creating effective and lasting change. The leader should quickly change the culture and instill a sense of trust and leadership throughout the company. If the leader gets the support of his team, pushing them in the same direction and convincing them to buy into his strategy for the company, the company will be successful. ASDA is thought to be working with smart search engine Endeka on its website, allowing shoppers to easily find the products they want to buy. It will also make its e-commerce platform easier to navigate in a bid to boost online sales. While online grocery profitability is still challenging, improvements to ASDA's online offering could also prove a step in bringing footfall back into the market.