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To: TFF who wrote (803)	3/18/1999 12:28:00 PM
From: CanynGirl	Read Replies (1) \| Respond to of 2802

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.