Online grocery firm Peapod
Inc. launched a new Internet Traffic Exchange Program to conduct co-marketing programs with Web sites that match the interests and needs of Peapod’s grocery shopping audience.
The program expands on typical link trading arrangements, which only exchange
text links. “It encompasses a full range of tactics to drive traffic between
sites, including both text and graphical hyperlinks, references in e-mail
newsletters, and the use of other media vehicles,” said Randy Pickard,
director of electronic marketing for Peapod.
“For Peapod, it means that we can offer our members direct access to
additional compelling, relevant content and commerce opportunities. For our
partners, it means a steady traffic stream of qualified customers who are
already shopping online,” he said.
Customers shopping through Peapod will be exposed to a selection of suggested
partner sites each time they complete a Peapod online grocery shopping
session. The company stated that partner sites are being chosen based on
demographic and psychographic
analyses to ensure that they match the interests of the Peapod audience. The
sites will be presented on a comprehensive page that will include a logo and
description of the partnering site.