Between the summer of 1997 and the Fall of 1999, an ethnographic study was conducted by Peapod, an online grocery delivery service provider, in Boston that evaluated the relationships between consumers and the Peapod consumers. Three typical case histories are enlivened utilizing comprehensive quotes from these longitudinal interviews. The case depicts the experiences of four additional service users that help students to explore the relationship using the available process insights from the detailed case studies. The case is accompanied by several data-driven exercises that enhance the understanding of students on development processes characterizing consumer-firm/brand interactions over time, at the objective of more developed relationship marketing strategies and strong brand relationship executions.
