Peapod Customers Shopping More Often, Buying More, CMO Says

Peapod customers are using the online grocery delivery service more frequently and are increasing their basket size, according to the company's CMO Carrie Bienkowski. She said among the factors driving growth in the online grocery delivery service segment are millennials' preference for home-cooked meals and service providers' personalization strategies. Bienkowski described some of her company's personalization tactics, including customized homepage for existing customers and emails based on “transaction behavior.” Also, the company is focused on identifying customer segments, by evaluating transaction behavior.