Orders: 93700 in 3rd quarters of 1997, 43700 only during the same period in 1996;
Revenues: 41.6 million in first 9 months in 1997, up by 111% from 19.7 million for the same period in 1996;
Banner Advertising \ Enhanced Content Advertising \ Electronic Coupons \ Stimulus response Testing
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Current Status
The 1st in Spain, even in Continental Europe.
Oct. 1997 0.01% of total turnover 4,900 m pesetas （profit in 1996） 490k pesetas profit （virtual supermarket）
Price Convenience Diversification
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Customer’s Loyalty
Critical Success Factor for On-line Supermarket
I know it and trust it
CRM
Saer Service, etc.
Problem: still incurred losses, facing the financial problem,why?
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Business pattern of Peapod
Customers send the purchasing order through internet
Revenues from online marketing services: 3 million to 6 million;
Revenues from member and retail services: 1.8 million(1996) to 3.4 million (1997)
No. of fulfillment centers: 37 more, cover 6.6 million household totally.
Insight
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Develop SCM, Synergy Strategy
SCM
Logistic; Inventory; Purchase; Distribution
Profits:
Alcampo : 1.9%
Prvca : 4%
Reduce profit to sustain Alcampo’s discount way of life?
Selling the IT system and Know-how to its select retailers. (Cole Myer)
Diversification Strategy. FTD-branded Flower shop, premium wines and greeting cards and other retail relationships.
Cost 100 m for developing the new system
Operation and maintenance fee
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Competitives Analysis
SUBSTITUTES
SUPPLIERS OF KEY INPUTS
Ability to exercise
Client layer Reside on the customer’s computer;
create the user’s interface by following instructions from the application server; run the application and return input to Peapod server
based supermarket to traditional supermarket.
Enjoyable: In Spain, leisure has a different meaning and shopping is an innate part of the Spanish way of life.
Win buyers
COMPETING
Bargaining power and
bargaining SELLERS
leverage
power
and
Threat of entry
leverage
of new rivals
BUYERS
POTENTIAL NEW ENTRANTS
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Key Focus
E-Commerce platform
Alcampo’ other business
E-Commerce platform
最理想的发展战略：连锁经营、物流配送、
电子商务三方面齐头并进。
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Peapod Inc.
Online grocery company in U.S.
将“旅游”作为其网上超市的特色
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安全
网上交易的安全性是消费者最大的心理顾虑，要将消费者 从传统连锁业中争取过来，这是Alcampo公司必须解决的 重要问题
应重点从“财”、“物”两方面做好安全工作
确保消费者信用卡帐户的安全 要建立时时查询系统，让消费者了解自己所购物品
的状态，何时货可送达。
Application servers Proprietary targeting engine Business support system Fulfillment management application Accounting systems
Database Maintain and manage the data
电子商务概念的引入将对Alcampo公司价值链的各环节产 生重大影响。
除销售外，Alcampo公司应同样重视电子商务在其他环节 可能产生的效益。
采购 寻价 存货管理
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建立自己的特色
以特色求生存、求发展 。 由于网络所拥有的“链接”优势，可将Alcampo公司的其
它业务进行整合。
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Segmentation
On-line Supermarket Customers:
Suburb families Mothers taking care of little baby Technical focus families
What they focus
Segmentation, Differentiation strategy, customer’s loyalty improvement, insight.
Based on E-commerce, develop SCM, Synergy Strategy.
Deeply involved into the E-Commerce Business and establish effective distribution system.
（Sustainable Competitive Advantage）
Improve System Security Special E-Business Model （not easy to copy）
Core Competencies
Other 4 supermarkets’s business
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Corporation Development
1200 1000 800 600 400 200
0 1995年
1996年
1997年
60
40
全职员工
兼职员工 20
0
1995
1996
客户数(1000)
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Revenues growth & orders soar
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协助社会推广网络概念
从案例中提供的资料看，1997年西班牙14岁以上人口为 约3400万，其中对互联网有所接触的为134万人（4％）， 使用者约92万人（2.7%）。
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Original Goals
To respond to the need for differentiated service and high quality interaction with customers.
associated with the Peapod application.
23
What has Peapod done so far for its business?
Peapod’s discussion and information forums (submit recipes and win the coupons, “American Heart Association”. etc)
Interactive marketing services.
From late 1995, built relations with several consumer goods and service companies.