Ways through which peapod could build more online presence
Peapod needs to sustain a platform where customers are allowed to find their seller, interact in the best ways, and create an atmosphere where customers trust the information provided by the firm. It is strategic that Peapod already has a website in place where current and potential customers get to learn more about the products and services offered and how they can contact the company in case they have any issues. However, customers are always sensitive on the capabilities and convenience provided by the website with aspects such as clarity of the message, ease of access, and navigation being key to improving customer’s motivation. The company, therefore, has to ensure that elements such as data traffic do not cause major delays in responding to customers’ orders or inquiries. The firm needs to identify ways to control information flow across its networks such that in the event where there is high traffic, it would still be possible to enhance real-time interaction with clients. This means that the company needs to continuously improve its information systems and come up with better ways of optimizing the site. Consistency is what customers look for when they opt for online interactions hence with continuous improvement, the company is assured of gaining insights on what makes the online sites more reliable. Moreover, it is always good for the company to enhance its sociability by having additional social media platforms where it engages clients. Being social in this case could mean considering additional online platforms such as Facebook, Twitter, and blogs which are increasingly attracting huge followers in the current business environment.
Analysis of Peapod.com
The website scores high on the usability scale. The website is strategically aligned to take care of the needs of those customers with disabilities which is a plus for the company since few firms would take into consideration such factors. The fact that those with disabilities can access goods, services and facilities creates the impression among stakeholders that the firm has an effective anti-discriminatory policy. The customer service number is also readily available on the website which means that customers do not have to waste time searching for the company’s contact information. As for website appeal, the website is well-designed, which makes it simple to use. The website is also customer friendly and highly helpful. The fact that there is a program to run the totals when customers are shopping implies that Peapod is concerned with the need for customers to stick to their budgets and avoid incidences that lead to impulse buying. Such actions are appropriate in creating trustworthy relationship since customers are assured that the firm is focused on improving their financial status. However, major limitation with the website is the fact that it only supports Mozilla Firefox when using accessibility tools for Android devices. This means that customers who would wish to use other platforms such as Google Chrome are locked out from using the Peapod applications. The consequences of such limitations is that significant share of the market is denied opportunity to interact with the company hence Peapod ends up failing to achieve major sales compared to competitors whose websites could be supporting additional platforms.
Recommendations for data that could be captured to help with sales
A key initiative for the marketing department would be to look into ways through which it can identify customers and understand how they behave. For individuals and groups, it is important that the firm collects data on the age, gender, and income. Age and gender are key to understanding the segments to target while income provides insights on the pricing mechanism to use. Peapod also needs to capture data on the purchasing behavior of consumers so as to know what and when they buy the products. As for businesses that could choose to engage the company, it is important to capture data on the nature of the industry the firm operates in and its size. Understanding the industry helps Peapod look for ways on how to reach similar firms while the size reveals the quantity Peapod would supply the company as well as additional aspects such as the discounts to give. Peapod also needs to capture data on how customers think about it and the products offered. The feedback provided by customers need to be thoroughly scrutinized since the fact that online customers enjoy anonymity means that their suggestions, complaints and questions could be honest and reflective of how they view the company. By identifying the thoughts of customers such as their likes and dislikes, it is likely that the firm will easily identify key areas for improvement.
Benefits of adding a company sponsored blog to the website
Blogging establishes the company’s presence across social media since every time Peapod writes a blog, the many people who come across it share the information with their colleagues and the public. The business is therefore exposed to more audience through platforms such as Facebook and Twitter. Blogging also shows the human side of the business since it creates an effective way of raising concerns on the various issues in the industry. This implies that it is possible to share the company’s voice and increase the brand's popularity using blogs. Blogging would also establish the company as an expert in the industry by sharing important information regarding market trends. Proving expertise in the blogs, therefore, raises the profile of the company which implies that Peapod would have built authority in the grocery retailing industry.
References
Dittmore, S., & Stoldt, C. (2008). Use of an Organizational Weblog in Relationship Building: The Case of a Major League Baseball Team. International Journal of Sport Communication, 384-397.
Ghodeswar, B. (2008). Building brand identity in competitive markets: a conceptual model. Journal of Product & Brand Management, 4-12.
Katawetawaraks, C., & Wang, C. (2011). Online Shopper Behavior: Influences of Online Shopping Decision. Asian Journal of Business Research, 66-70.
Peapod. (2016). Shop for thousand of grocery items for your home or business. New York: Peapod.
