Peapod’s virtual store program for commuter rail stations is a creative, convenient way for passengers to multi-task and knock out their grocery shopping on the go.
Peapod, an Internet grocer, has placed a virtual grocery store in Chicago’s highly traveled State and Lake Station Tunnel. Not only is Peapod the first in the nation to pilot this on-the-go, virtual store concept, but it’s also the first company to mount a “tunnel takeover” ad campaign of this magnitude in Chicago.
Now for Chicago’s more than one million weekly train passengers, groceries can be scanned, ordered and scheduled for home or office delivery, all via smartphones, faster than you can say “All aboard!”
The campaign features wrapped tunnel walls with larger-than-life ads of grocery shelves. The shelves are stocked with popular products and household staples from brands like Coca-Cola, Barilla, Proctor & Gamble, Kimberly Clark and Reckitt Benckiser.
iPhone/iPad and Android users simply scan a QR code to download a free PeapodMobile app on the spot and start shopping by scanning the bar codes of the products featured in the ads. Commuters can get orders started on the platform, manage shopping lists and schedule deliveries—for next day or even several days or weeks in advance—during their train rides to or from the office.
“Chicagoans spend, on average, more than an hour commuting to and from work+ each day. That’s well over 200 hours a year in transit time alone, and our schedules are more demanding than ever. Peapod’s virtual store program for commuter rail stations is a creative, convenient way for passengers to multi-task and knock out their grocery shopping on the go,” said Mike Brennan, chief operating officer, Peapod. “PeapodMobile helps turn commuting time into productive time.”
For a limited time, mobile shoppers can enter promotional code “CHICAGORAIL” for $20 off their first order, and 60 days of free delivery for subsequent orders.
What’s In Store
Peapod’s virtual store ads include products that typically fill weekly shopping baskets for busy households. Coffee, condiments and cleaning products can be scanned on train platforms. So can soup, snacks and cereal, milk and bread, health and beauty products, and fresh fruits and vegetables, too. Once on the PeapodMobile app, customers have access to more than 12,000 popular and store-brand products, from grocery basics to farm-fresh produce; restaurant-quality meats and seafood; prepared foods and party trays; deli meats and cheeses, sliced to order; Kosher, organic and specialty foods; office, school and pet supplies. A variety of beer, wine and beverages are also available. First-time Peapod customers will need to register on www.peapod.com in order to complete their first PeapodMobile order on their smartphones.
Peapod first rolled out this virtual rail pilot in Philadelphia in February 2012 on 15 commuter rail platforms throughout the region. Commuters have taken advantage of the onsite grocery scanning opportunity during the 12-week campaign, diversifying their selections and boosting their mobile order size. In addition, 90% of those consumers who scan are returning to Peapod to shop and order again.