Roger Saunders

Peapod Makes Mass Transit Connection with Commuters

February 10, 2012

FROM RETAILWIRE:
Peapod has indeed set up a virtual store system on transit station ad boards owned by Titan in Philadelphia. Titan is the largest transit advertising company operating in North America. Now that Peapod has jumped in, do you expect to see big growth in transit station programs for online grocery services in major metro areas around the U.S.?      [more...]

As the age-old aphorism pointed out, "Imitation is the sincerest form of flattery." Peapod appears to be effectively modeling the successful Tesco strategy that was pioneered in South Korea.

Peapod has made use of outdoor advertising over the years, so transit advertising fits into their experience. With nearly half of all cell phones being smartphones, the device in the U.S. is in the hands of the consumer, who if they are in a commuter role, is dealing with an element of "time poverty."

Top reasons that consumers shop particular grocers, based on the BIGinsight Monthly Consumer Survey are price, selection, location, quality, one-stop shopping, and service, in that order.

Location and service are covered for these commuters in larger urban areas. Exeuction of quality, price, selection, and one-stop convenience will have to be addressed. That comes in the execution. This program should have a group of consumers eager for testing -- there is opportunity here, provided Peapod can address these varied points.