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Peapod bolsters grocery purchases via mcommerce site, app

September 14, 2010

peapodOnline grocer Peapod is letting busy customers shop and place produce orders via a mobile-optimized site and application.

The PeapodMobile application lets customers browse and search for products, as well as view weekly specials. The application is available as a free download for iPhone, iPod touch, Palm Pre and Android devices.

“We are always trying to make our service more convenient,” said Peg Merzbacher, director of marketing at Peapod, Boston. “A mobile app helps us accomplish that goal in a big way. 

“We want to have Peapod in our customers’ pocket,” she said. “Busy consumers who want to grocery shop quickly and easily whenever and wherever they have time. 

“We designed the app to help customers save time and money.” 

Fresh groceries
Customers can type in search words or enter a UPC to find the exact product they need.

In addition, consumers can browse thousands of items on sales each week or user the My Lists and Previous Purchases feature that lets them shop from the items they have already bought before.

Here is a screen grab of the application:


There is also a My Specials feature that lets customers choose from a list of their past purchases on sale this week.

Customers who are looking to make healthy choices can review the nutrition facts and ingredient list.

Here is another screen grab of the application:


“We are constantly evaluating ways to extend the convenience of Peapod to more platforms and customers,” Ms. Merzbacher said. “We anticipate that the new BlackBerry smartphones will be built on the technology platform – Webkit – that will be able to access our mobile Web site.

“We are getting the word out via Facebook, Twitter, email, direct mail and our Web site,” she said. “We are very excited about Peapod Mobile and want everyone to know about it quickly.”

Here is another screen grab of the application:

Shopping availability
Consumers can also shop for groceries via their handset and have them delivered to their home.

Additionally, there is a Guess My Order feature that lets customers add items that they frequently buy with a single touch.

“We are looking to extend the ease and convenience of building a shopping list,” Ms. Merzbacher said. “Enhancements like scanning bar codes to add to list and voice search are features we think our customers will really enjoy.”

Final Take
Rimma Kats is editorial assistant at Mobile Commerce Daily, New York.

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Rimma Kats is associate editor on Mobile Commerce Daily and Mobile Marketer. Reach her at

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