Imagine walking into a grocery store where all of the products displayed are based on a shopper’s personal tastes, dietary preferences and budget. Peapod, the country’s leading online grocer, aims to do just that by enabling shoppers to curate their own personalized digital aisle. An early innovator of smart shopping technology, Peapod has expanded its filtering capabilities to include four new nutrition filters: “Non-GMO,” “Sugar Free,” “Vegan” and “Vegetarian.” Adding to Peapod’s already robust sort feature, shoppers can now customize their searches with 16 features specific to nutrition preferences, in addition to a variety of filters including brand preference, price and sale specials.
“Our customers have told us that one of the pain points of traditional in-store grocery shopping is the overwhelming selection and the time it takes to read labels in order to find what they need,” said Carrie Bienkowski, Peapod’s Chief Marketing Officer. “While we all want options, we also want to find what we’re looking for and to do so quickly. As a digital player, we can create personalized, curated shopping experiences to help consumers find what they’re looking for with just a few clicks. These tools also help our shoppers discover new products that meet their specific needs.
The new filters are based on growing consumer food and nutritional trends, as well as Peapod’s own consumer insights. Forty-two percent of consumers read nutrition labels before purchasing and non-GMO labeling is becoming increasingly important to consumers as sales of non-GMO products are predicted to hit $330 billion by 2019. Moreover, vegan and vegetarian filters were added as plant-based diets continue to gain popularity. Almost a third of Millennials indicate they eat a meat alternative product every day, and 70 percent consume them at least a few times a week.
“Our customers are often early adopters of emerging trends, “says Bienkowski. “As such, we’re able to utilize our keyword search data to stay ahead of the market. Since adding the “Organic” filter in 2014, it has become our most frequently used filter, and all Peapod carts now have at least one organic item.”
Enhanced smart shopping tools represent Peapod’s commitment to revolutionizing how consumers shop for groceries. With more than 12,000 products, including fresh produce; meat and seafood; deli items; natural and organic foods; and a wide range of prepared foods and easy-to-prep meal kits, Peapod is a one-stop shop for convenient meal solutions and weekly stock-ups of pantry staples.