Peapod rolls out new mobile features

Online grocer Peapod is making it easier and faster to shop with a redesigned app—sporting larger, high-resolution photos and new features that streamline and simplify online shopping.

"Mobile drives business: Over half of Peapod orders are touched by a mobile device," said Thomas Parkinson, Peapod's chief technology officer and co-founder. "So to ensure that we give our increasing number of mobile shoppers what they want and support a growing revenue driver for the company, the completely redesigned Peapod app boasts higher speed, better features and a more personalized shopping experience than ever before."

A new filter feature lets shoppers narrow searches by personally defined terms, creating their own gluten-free, nut-free or organic-only grocery store. It can also narrow results by brand or sale items.

A feature called Order Genius aims to make selections quicker by recommending products from past purchases, and can differentiate by seasonality and product cycle. The Order Genius algorithm also adjusts based on the shopper's purchase behavior over time.

Shoppers can scan previous purchases to add to a list, create lists of favorite items, and schedule delivery and pickup times.

Peapod was among the earliest online grocers, launching in 1989. U.S. shoppers have been slow to accept online shopping, but retailers continue to expand services as new technology for mobile devices is making the experience more user-friendly.

And there's some indication that U.S. shoppers are beginning to embrace grocery delivery. More than half of online grocery shoppers say they are increasing the amount of grocery shopping they do online, according to a new survey.

Delivery of fresh fruits and vegetables in particular is a growing trend, based on the expansion of services like Instacart, FreshDirect and Amazon Fresh, as more and more consumers demand healthier, fresher options. Overstock last week announced a partnership with U.S. farmers to provide fresh foods in 35 states. Peapod also announced it would deliver a box with fresh produce from local farms once a week for $34.99.

"We strived to create an unparalleled user experience, and we feel strongly that with the new Peapod app, we've designed a mobile moment that our customers will love and want to incorporate into their kitchens and into their lives," Parkinson said. 

For more:
-See this Peapod press release

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