Understanding the online grocery shopper

This article describes how Peapod, the online grocery service, has grown its business in the US by delivering seamless browsing experiences, mobile integration and consistently high quality products.

Understanding the online grocery shopper

Stephen WhitesideWarc

Encouraging more consumers to buy grocery products online will require the development of simple, seamless experiences from browsing and buying items on a smartphone to taking delivery of them at the doorstep.

All topped off with a ripe, delicious strawberry.

"If you deliver a perfect strawberry, you've got a customer for a long, long time. Or at least until the next strawberry comes in," Tim Dorgan, vice president/managing director at Peapod, the online grocery service, told delegates at the IRI Summit 2014, held in Kissimmee, Florida.

"You've got to maintain product...

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