Internet grocer Peapod Inc., Skokie, IL, has started an online research service designed to provide consumer goods companies with information about the Internet grocery channel. Charter subscribers to the service, Consumer Directions, include Colgate-Palmolive Co., Kraft Foods Inc., Nestle U.S.A. Inc. and Ralston Purina Co.
Consumer Directions is structured as a two-year learning cooperative. During the term, Peapod will design and execute research projects regarding the effectiveness of many marketing tactics unique to the Internet distribution channel. These research topics will include optimal product assortments, virtual point-of-sale displays, Web advertising, the use of targeting technology to customize products and promotions, and the appropriate mix of online and offline marketing to build sales.
