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Peapod

Peapod. MARK 5338. New format in grocery retailing – order online for home delivery Peapod formed 1989, by 1998 serving over 100,000 customers in 7 geographically separate markets Partner with an established brick-and-mortar chain in each market. Situation. Operational issues

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Peapod

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  1. Peapod MARK 5338

  2. New format in grocery retailing – order online for home delivery • Peapod formed 1989, by 1998 serving over 100,000 customers in 7 geographically separate markets • Partner with an established brick-and-mortar chain in each market Situation

  3. Operational issues • Understanding customer needs and wants • Trying to build brand loyalty Problem(s)

  4. Targeting busy, upscale working moms • Frequent delivery errors • Conducted series of depth interviews Analysis

  5. Beatrice – crazy busy, lower-middle class - stresses frugal, efficient, self-control - enjoys shopping, street bazaar • Lester – 32 year old freelance graphic designer • Not much of a people person • Issues with Peapod software • Michelle - new baby, unfaithful husband, Peyton Place • Frequents online chatrooms • Freedom from shopping chores Interview Snapshots

  6. Recommendations?

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