Textbooks, DVDs and shoes are all items I regularly buy online. But food? Until a recent conversation with a coworker, the thought had never crossed my mind. So, I decided to do a little research on this mom’s “savior,” www.peapod.com, an online grocer.
My findings:
The roles of brand names and packaging are very different when shopping online versus shopping in-store. When shopping in a store, the packaging and presentation are central to the success of a product. They aid in the customer’s purchase decision, working together to catch their eye. Online, however, the brand name is of greater significance, as the shopper is more likely to purchase a recognizable brand because they are familiar with the product’s quality and taste.
Handily, Peapod allows customers to craft “personal lists” and acquire “previous orders” that are saved by the company’s database. Customers can add or delete items on their personal list. These can be created for everyday purchases or special occasions. Peapod also saves everything customers have purchased in the past under previous orders. This makes shopping quick and simple. The efficiency of personal lists and previous order records may direct a greater number of people towards online shopping. Even if regular grocers made lists such as these available, they would not be nearly as effective, since customers will continue to acquire items in the store that they did not intend on purchasing. This is due to strategic product placement. For example, grocers position items such as milk and bread in the back of the store to ensure customers walk by infrequently purchased items before they arrive at the necessities.
Similarly, there is some point of purchase advertising on the Peapod site; however, these are not as successful as in a regular store. Why? Because online shoppers are less likely to stray from their list. In a store, customers can reach out and grab these attractive or conveniently placed items without much thought. Nevertheless, POP advertising is represented on Peapod. Within the cart, which lists the items selected for purchase, there are alternating “pop-ups,” reminding the customer not to forget their Christmas day essentials, for instance. In addition, when a product category is first selected, two random images appear next to the brand, type, or size options. While it definitely has a presence, it’s not quite as successful as in-store POP.
Overall, I find the online grocery shopping experience to be positive and efficient; however, this method also requires that you be home for delivery. Since I spend so little time at my apartment, I think I’ll stick with my tried but true grocery store. After all, it too is open 24 hours a day, seven days a week.
As always, please feel free peruse and provide feedback anywhere possible. If you like what you see…*send to a friend.
