When online grocery shopping services are similar, how do consumers differentiate between brands? Crimson Hexagon studies brand affinity expressed on social media of Amazon Fresh, Fresh Direct, and Peapod and finds the positive and negative drivers of online conversation for each brand.

1. PROPRIETARY & CONFIDENTIAL
COMPANY & TECHNOLOGY OVERVIEW
RETAIL

2. PROPRIETARY & CONFIDENTIAL
HOW HAVE CONSUMERS REACTED TO
DISRUPTION IN THE GROCERY
DELIVERY INDUSTRY?

3. PROPRIETARY & CONFIDENTIAL
SERVICES: AmazonFresh  FreshDirect  Peapod
BUSINESS
QUESTION: What drives consumer adoption of online grocery delivery
services?
METHOD: Perform contextual analysis of social media conversations about
AmazonFresh, FreshDirect, and Peapod since January 2012 to
uncover the unique appeal of each online grocery delivery service
to consumers.
CASE STUDY: ONLINE GROCERY DELIVERY

4. PROPRIETARY & CONFIDENTIAL
Learn More About Crimson Hexagon’s
ForSight ™ Platform
Click Here for An Introduction To

5. PROPRIETARY & CONFIDENTIAL
Consumer Opinion of AmazonFresh
(1/1/2012–6/18/2013)•2,020Relevant Posts
FINDINGS:
A. 20%are excited by the availability of
new grocery items on AmazonFresh,
includinglocal products
B. Many consumers intend to adopt
AmazonFresh when it is available in
theirarea (18%)
• Proportionofconversationhas
increased17%since Jan 2012
C. Only 3% of customers choose
AmazonFresh for convenience over
B&M grocers
ONLINE GROCERY DELIVERY: AMAZONFRESH
B
A
C

6. PROPRIETARY & CONFIDENTIAL
FINDINGS:
A. Poor UX and website errors drive
criticism of AmazonFresh (7%)
B. AmazonFresh’s delivery fee for
orders under $100 represents
another major pain point
C. A small percentage of conversation
is upset because AmazonFresh
deliversto the surrounding area, but
not to theirspecific zip code (3%)
ONLINE GROCERY DELIVERY: AMAZONFRESH
Consumer Opinion of AmazonFresh
(1/1/2012–6/18/2013)•2,020Relevant Posts
C
A
B

7. PROPRIETARY & CONFIDENTIAL
Found out Amazon Fresh will
deliver Top Pot doughnuts
with your groceries. Never
leaving my future house ever
again.
Dear Seattle, just
discovered AmazonFresh
delivers Samurai Noodle
ramen kits. They are so
good it's insane.
Amazon prime is amazing
and now theres amazon
fresh wtf I need it even
though I don't really
neeeed it
Bad @FreshDirect service for
past 5mo (dmged goods,
wrong price…) &
reimbursement doesn’t cut it.
Stopped using. Can’t wait for
Amazon Fresh
SAMPLE VERBATIMS: AMAZONFRESH

8. PROPRIETARY & CONFIDENTIAL
FINDINGS:
A. Praise of food freshness from
FreshDirect is largest driver of
positive conversation (18%)
B. Only 5% of customers choose
FreshDirect for convenience over
B&M grocers
C. Intent to adopt FreshDirect when it is
available in their area is far lower
thanAmazonFresh (4% vs. 18%)
Consumer Opinion of FreshDirect
(1/1/2012–6/18/2013)•15,730Relevant Posts
ONLINE GROCERY DELIVERY: FRESHDIRECT
C
A
B

9. PROPRIETARY & CONFIDENTIAL
FINDINGS:
A. 27% of conversation urges others to
boycott FreshDirect, claiming the
company uses government funds to
pollute the area with their fleet of
trucks; also pay non-livable wages
to workers
B. Consumers also vent about
FreshDirect’s late deliveriesand
limiteddelivery schedules (11%)
C. Another 7% of conversation
complains about unsatisfactory
customer service
Consumer Opinion of FreshDirect
(1/1/2012–6/18/2013)•15,730Relevant Posts
ONLINE GROCERY DELIVERY: FRESHDIRECT
C
A
B

10. PROPRIETARY & CONFIDENTIAL
@thebioniclimb please consider
impact of using FreshDirect: 1,000
daily truck trips through South
Bronx n'hood with asthma rates 8X
natl ave
@freshdirect we don't want
$127 Mil of taxpayer $ 2 fund
corp welfare or their 1000
trucks daily on our streets!
These tangelos I got
from fresh direct are SO
sweet and juicy! Yum!
SAMPLE VERBATIMS: FRESHDIRECT

11. PROPRIETARY & CONFIDENTIAL
FINDINGS:
A. The top reason customers adopt
Peapod is convenience over B&M
grocers (37%)
B. Consumers also highly value
Peapod’s online discounts and
coupon program (10%)
• Proportionofconversationhas
increased12%sinceJan 2012
C. Intent to adopt Peapod when it is
available in their area is lowest
among the three competitors
(2% vs. 4% vs. 18%)
ONLINE GROCERY DELIVERY: PEAPOD
Consumer Opinion of Peapod
(1/1/2012–6/18/2013)•6,272Relevant Posts
C
A
B

12. PROPRIETARY & CONFIDENTIAL
FINDINGS:
A. Largest complaint with Peapod is
frustration with late deliveriesand
limiteddelivery schedules (12%)
B. Almost equally discussed are
order fulfillmenterrors and
forgotten items in deliveries (10%)
C. Additionally, consumers complain
about Peapod’s prices and the
minimumorder amount (6%)
ONLINE GROCERY DELIVERY: PEAPOD
Consumer Opinion of Peapod
(1/1/2012–6/18/2013)•6,272Relevant Posts
C
A
B

13. PROPRIETARY & CONFIDENTIAL
Used Peapod to do my Thanksgiving
grocery shopping - one way to avoid
the crowd for only $7 delivery + tip.
It's my kind of leverage!
My mom doesnt realize
that peapod delivery is for
old ppl who cant go out to
shop, not middle aged
housewives too busy on
facebook to go out
Does @PeapodDelivers
ever come on time?
Nope. Do they do
anything about it? Nope.
Might be OUT and shop
myself
SAMPLE VERBATIMS: PEAPOD

14. PROPRIETARY & CONFIDENTIAL
SUMMARY FINDINGS: THREE COMPETITORS
Competitor Volume Positive
Sentiment
Intent to
Adopt
Convenience
Over B&M
Primary Appeal Top
Complaint
2,020
Posts
75% 18% 3% Product Mix:
New Releases
and Local Items
Poor UX,
Website
Errors
15,730
Posts
50% 4% 5% Food
Freshness
Pollution,
Non-Livable
Wages
6,272
Posts
66% 2% 37% Convenience
Over B&M
Grocers
Late
Deliveries,
Limited
Schedule

15. PROPRIETARY & CONFIDENTIAL
Crimson Hexagon, founded in 2007, is the leading provider of analysis
software that delivers business intelligence from social media data for global
corporations. Powered by patented technology developed at Harvard
University’s Institute for Quantitative Social Science, the Crimson Hexagon
ForSight™ platform delivers the industry’s most comprehensive Big Data
analysis capabilities for a variety of large-scale data sources. Clients include
leading global organizations such as: Microsoft, Samsung, Paramount
Pictures, General Electric, Starbucks, Twitter, and many more. For more
information go to: http://www.crimsonhexagon.com.
CRIMSON HEXAGON