Peapod goes mobile
Chicago — Online grocer Peapod is taking its “virtual grocery store” concept on the road in a new promotional campaign. The company unveiled the concept at commuter rail stations in Chicago and the Northeast less than a year ago,
Peapod, a division of Ahold USA, will field trucks installed with digital billboards of grocery aisles at community recreation centers, coffee sleeves at local cafes, concert venues and other places.
The trucks will travel to Chicago, Philadelphia, Baltimore, Washington, Boston and New York. The billboards will allow users to scan a QR code to download the PeapodMobile app to their smartphones and then scan other QR codes to shop for items.
"We all know how challenging it can be to get the attention of consumers in a meaningful way," Peapod COO Mike Brennan said. "When we piloted the virtual stores last fall, we found that the advertising stopped people — it engaged them, and we saw mobile app downloads as a result. This go-round, we’re exploring new, hyper-local platforms to communicate our convenience message of ‘Shop Anywhere, Anytime with Peapod.’"
Stops will include sports stadiums, including Boston’s Fenway Park and Chicago’s Wrigley Field, and concerts by BonJovi, One Direction and Justin Timberlake in Chicago. Items for sale include Barilla pasta, Coca-Cola products and fresh foods.
The retailer will also have a "human billboard" campaign distributing T-shirts and a 2014 Chevrolet Spark outfitted to look like a shopping cart that will cruise the streets of Chicago.
HSN throwing month-long birthday bash for big 3-6
ST. PETERSBURG, Fla. — A 36th birthday is not normally an occasion for an over-the-top celebration; however, that’s what multichannel retailer HSN is doing this month when it hosts what it’s calling the biggest party of the year.
To celebrate its 36 years, HSN has partnered with Toyota to give away four 2013 Toyota RAV4s in July as part of a month-long sweepstakes. Each week, customers can sign up via the HSN Arcade gaming portal at HSN.com and one winner will be announced on HSN every Saturday night at 8 p.m. EDT.
Joining the celebration will be Serena Williams, Nikki Poulos, Iman, Vern Yip, Samantha Brown and Curtis Stone, as well as Joy Mangano, Diane Gilman and Heidi Daus.
The party will also feature 24-hour, themed events for beauty, accessories and home and online exclusives from Vern Yip and Wolfgang Puck.
Martha Stewart takes 10% pay cut
New York — Martha Stewart has agreed to reduce her annual base salary by $200,000 to $1.8 million.
Stewart, founder and chairwoman of Martha Stewart Living Omnimedia Inc., also gave the green light to allow the company to reduce her annual licensing fee by $300,000 to $1.7 million, according to a regulatory filing Wednesday.
The cuts, according to company executives, are “consistent with their plan to return … to profitability.”
MSLO reported a net loss of $3.27 million for the first quarter ended March 31.