Amazon - Online Grocery Wins Praise

supermarketnews.com DATAPOINTS July 22, 2013 ONLINE GROCERY WINS PRAISE Customers are enthusiastic about AmazonFresh, particularly about the introduction of new items, according to an analysis of social media posts from Jan. 1 of last year through June 18 of this year. The study, conducted by research firm Crimson Hexagon, found that 75% of social media posts about AmazonFresh were positive, vs. 66% about Peapod and 50% about FreshDirect. Weighing down FreshDirect were 27% of posts urging a boycott after the company announced plans to move to the Bronx. SOURCE: Crimson Hexagon Praise for AmazonFresh Amazon's Bad Buzz 11% 3% 7% 15% (negative comments about AmazonFresh) Convenient ordering/ delivery Want to avoid going to the 6% 18% Want Amazon- Fresh in their times store area 4% 4% Increase 20% Excited about new items 25% 3% in positive Negative comments buzz about Poor user exper- ience/ website Dissat- 23% General Enthusiasm/ Praise Expen- sive frustrated with fees isfied with customer service Doesn't deliver to their ZIP Code Peapod since January 2012 Limited selection errors Peapod's Convenience IT'S ALL ABOUT THE (positive social media comments) FOOD. Want to avoid going to the store. .37% Happy about deals and reward program 10% Increase in general enthusiasm/praise for FreshDirect since January 2012 Find thousands of other great prices at www.ireshdírect.com General enthusiasm/praise .9% Convenient ordering/delivery times. 4% Great customer service. 3% Want Peapod in their area 2% "In the eyes of consumers, Peapod has clearly fortified its convenience appeal over brick-and- +12% mortar alternatives." - JEHAN HAMEDI, global market development manager, Crimson Hexagon Increase in positive social media comments on Peapod's online deals and rewards since January 2012 FreshDirect Leads in Freshness (positive social media comments) 18% 17% 5% 4% 4% 3% Want to avoid going to the store Pleased with General Convenience Want the service Great customer freshness of food enthusiasm/ ordering/delivery times in their area service praise +5% Good Buzz (% of positive social media comments) Increase in negative buzz about FreshDirect since January 2012 75% 66% Peapod 50% AmazonFresh FreshDirect