Too busy with summertime activities to go to the store? Got plans to go the ballpark or an event instead of the grocery store this weekend? Don’t stress, grocer Peapod will come to a location near you this summer.
The online grocer is using travelling billboards on the sides of its delivery trucks to reach consumers. The truck’s side panels feature QR codes that can be used to order products from vendors such as Coca-Cola, Campbell Soup, Reckitt Benckiser, and several private-label items – all while you are on your way to see a concert.
Last year, Peapod tested its ‘virtual’ grocery store concept, wrapping walls in Chicago and Philadelphia with posters of store shelves. The scan-and-shop billboards were placed in bus and train stations at more than 100 locations. The company found that the posters not only engaged the consumers, they increased orders and mobile app downloads as well. According to Supermarket News, Peapod is among the 50 larges online retailers nationwide, with $500 million in revenue, including $150 million in mobile sales.
Group Activities and Discussion Questions:
- Poll students about their grocery shopping habits: buying groceries online, using QR codes, grocery delivery, how engaged they are with shopping, etc.
- Use this information to build a model of a new grocery shopper, using online and mobile ordering.
- Bring up Peapod’s Web site: www.peapod.com.
- Divide students into teams. Have each team do an analysis of Peapod’s business: product mix, pricing, distribution, promotion, etc.
- Have teams develop a SWOT analysis of the company: strengths, weaknesses, opportunities, and threats.
Source: Brandchannel.com, Supermarket News