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On Location: Chicago Commuters Yawn at Buying Groceries with Phones (Mobiledia)

Virtual grocery stores won customers over in Philadelphia and Seoul, but the newest Chicago iteration has yet to catch on with commuters. Online grocer Peapod is test-driving a program in Chicago, allowing subway commuters to shop at a virtual store with their smartphones. The walls have pictures representing items like bananas and milk, and users can download an app to scan the items they want, which Peapod delivers to their homes shortly afterwards. Peapod unveiled a similar store on multiple train platforms in Philadelphia, and reported a bump in mobile orders. A similar bump in mobile orders may not happen in Chicago. The virtual store, in the northeast tunnel at the city's State and Lake red line station, is in an inconvenient spot outside of the area where people wait for trains. Commuters eager to catch a ride cannot use the virtual store without risking missing the train, because it is not within the ticketed area. Over a four-hour period a few days after it launched, no one walking through the subway tunnel used the program, or even considered using the program. Most people ignored the store or looked at it with mild interest before continuing on ...

Mobiledia


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