Of course, logistics and marketing functions should work closely everywhere. But this doesn't happen all of the time in all companies. At Peapod, we're joined at the hip. I spend more time with marketing than with any other function. It is a constant balancing act to achieve the optimum efficiencies in deliveries because customers drive Peapod's delivery schedules.
Customers choose the day they want their groceries.
Customers choose a delivery time slot. If customers place an order by 4 p.m. on Monday, they can arrange for a delivery between 7 a.m. and 1 p.m. Tuesday. If they order by midnight Monday, they can have their groceries between 4 p.m. and 10 p.m. Tuesday. Of course, perishable food poses additional logistics challenges. This flexibility and consumer choice is very different from the ironclad schedule of the milkman of old.