Specialty Food Magazine

JUL-AUG 2013

Specialty Food Magazine is the leading publication for retailers, manufacturers and foodservice professionals in the specialty food trade. It provides news, trends and business-building insights that help readers keep their businesses competitive.

Issue link: https://www.e-digitaleditions.com/i/139333

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Page 58 of 217

a friend at a coffee shop, the virtual store via Peapod's mobile app gives on-the-go consumers the freedom to knock out their grocery shopping anywhere, anytime and then choose to have it delivered to their homes or to swing by a pickup location to pick it up—and they don't even have to get out of their cars." How it works: The virtual-store technology features billboards of larger-thanlife grocery aisles on the train platforms. Commuters with iPhones, iPads or Android phones can use the PeapodMobile app to shop on the spot by scanning the codes of the 60 products displayed in the "aisles." The app also gives shoppers access to Peapod's entire online store with more than 8,000 brand-name and private-label items.  The last step is to schedule home delivery. "We've seen that when someone enters the virtual store by scanning one of the 60 product selections on the virtual shelf, he or she frequently adds that item to the cart and purchases it," Porter says. Porter sees virtual shopping as something every retailer, even smaller shops, can implement. "It is a concept that we expect will continue to grow, and we're finding that it's scalable.  Once the systems and [visual elements] are built, it's a matter of strategically locating the best venues for the virtual store to reach your intended group or groups of consumers." The Peapod campaign is going strong. "The campaign is being measured by app downloads and shopping via the app," he says. "We know that when customers use the mobile app, they purchase more items, more often." Kroger has launched a refrigerated vending machine that can carry up to 200 items, restocked daily, from fresh milk, bread, fruit and ground beef to toiletries and cleaning supplies. 6. Buying Culinary Staples via Vending Machines Vending machines are experiencing a renaissance, graduating from dispensers of sugarfilled snacks and sodas to becoming targeted, healthful marketing tools. Some are devoted (continued on p. 196) World Famous for a Reason. Visit Enstrom Candies at The Summer Fancy Food Show. Booth #2867 Introducing three new favors to our wholesale product line. Choose from a selection of Singles, Bars and Petites, now available in Peanut Tofee, Espresso Tofee, Butter Tofee and our World Famous Almond Tofee. ALMOND BUTTER ESPRESSO PEANUT New toffee favors now available! whsl.enstrom.com • 1-800-252-5498 Summer Fancy Food Show Booth 2867 42 ❘ SPECIALTY FOOD MAGAZINE specialtyfood.com

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