PR Newswire, Thursday, March 18, 1999 at 07:49
- Names First Blue Chip Subscribers -
SKOKIE, Ill., March 18 /PRNewswire/ -- Peapod, Inc. (NASDAQ:PPOD), the
nation's leading Internet grocer, today announced the launch of Consumer
Directions(TM), an online research service designed to provide consumer goods
companies with valuable information about the potentially large Internet
grocery or "consumer direct" channel. Peapod further announced its first
subscribers to Consumer Directions, which include Colgate-Palmolive Company,
Kraft Foods, Inc., Nestle U.S.A., Inc., and Ralston Purina Company, and it
expects additional subscribers in coming months.
Consumer Directions is structured as a two-year learning cooperative.
During the term, Peapod will design and execute research projects regarding
the effectiveness of many marketing tactics unique to the Internet
distribution channel. These research topics will include optimal product
assortments, virtual point-of-sale displays, Web advertising, the use of
targeting technology to customize products and promotions, and the appropriate
mix of online and offline marketing to build sales. Subscribers pay a fixed
fee for their participation in both cooperative and customized research.
Peapod is in a unique position to provide these research services due to its
dominant share of the Internet grocery market, and its Website technology that
allows it to generate customized stores, promotions and test environments.
George Douaire, Peapod's Vice President and General Manager of Interactive
Marketing Services, commented, "We are excited about Consumer Directions, and
its favorable early reception among packaged goods companies. Recent
forecasts of the potential size of the consumer direct channel are in the tens
of billions of dollars. We believe we can offer significant learning to
consumer goods companies that will assist them in effectively participating in
this channel growth. Consumer Directions will also facilitate the sharing of
the Internet's best practices among our subscribers."
Andrew B. Parkinson, Chairman, President and Chief Executive Officer of
Peapod, added, "The data we collect in our member profiles regarding our
shoppers' purchases and behavior is extensive. When this is coupled with our
ability to execute one-to-one Internet media events while a shopper is making
purchase decisions, it presents a very powerful research, promotion and
advertising tool for consumer goods companies.
Consumer Directions and other innovative interactive marketing services
will be increasingly valuable to us as our membership and usage increase."
Peapod, Inc. (www.peapod.com) is the leading Internet supermarket,
providing consumers with broad product choices and local delivery services.
The Company currently provides such services in eight metropolitan markets in
the United States and serves approximately 100,000 members. Peapod is also a
leading provider of targeted media and research services to consumer goods
companies, offering its unique medium for targeting promotions and advertising
at the point of purchase and conducting cost-effective research.
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