Giant Co.’s Direct Days Entice New Shoppers

Retailer offers promotions, including free delivery for first-time customers, through July 15
Giant Co.
Photograph courtesy of The Giant Co.

The Giant Co. is now offering Giant Direct and Martin’s Direct customers special savings on everyday must-haves and pantry essentials through its Giant Direct Days promotion, which the Carlisle, Pa.-based company hopes attracts new customers who might have been reluctant to try the online grocery service even as adoption of these services grew during the pandemic.

“More customers have turned to online grocery, especially over the past year, and this incentive is an opportunity to reach those customers who may have been hesitant to give it a try,” Matt Simon, VP of brand experience for The Giant Co., told WGB, adding that the promotion is also “our way of saying thank you to our current customers.”

Deals started July 9 and end July 15, with offers such as buy two, get one free; buy one, get one free; and buy one, get one 50% off. First-time customers who use code GDIRECT30 will also receive $30 off their first order of $60 or more, plus free delivery on orders of $60 or more for 90 days. Giant Direct or Martin’s Direct customers can also choose curbside pickup for their online grocery orders.

“As a company, we are focused on omnichannel growth and making shopping simpler for the very busy families that shop with us, whether they do so in our stores, online or both,” Simon said. “The Giant Co. launched its Giant Direct Cyber Days in 2019. Customer feedback has been consistently positive, and we’re excited to bring it back again this year as families continue to look for ways to save time and spend it gathered with family and friends this summer.”

The Giant Co., which serves communities across Pennsylvania, Maryland, Virginia and West Virginia, relaunched its e-commerce offering under the Giant Direct brand in 2019. With a grocery pickup and delivery service already in place, the company was “well-positioned for the almost overnight acceleration of online grocery shopping” when the pandemic hit, Simon said.
“Our team worked around the clock to meet the needs of customers, and we never closed down, a true testament to the commitment and care of our team members,” he added. “As customers tried the service, they came to see that it offered the same quality and price they enjoyed in our stores.”

As Giant Co. looks forward, and as customers continue to use online shopping even as communities continue to reopen, Simon said the company will continue to look for ways to enhance the Giant Direct and Martin’s direct offerings, as well as pilot new services, that

ensure it is “making it easy for families to connect over a meal—the essence of our new brand platform, For Today’s Table.”

“In addition to offering B2B services, at select stores, we’re currently testing pickup lockers and geofencing, each of which offer an additional convenience to our customers,” he said. “We’ll also soon be accepting EBT as a form of payment and explore other technologies to ensure we’re offering a best-in-class experience.”


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