Retailers

Giant Debuts Integrated E-Commerce Site

Platform introduction key milestone in digital rebranding
Photograph courtesy of Giant Food

Giant Food has unveiled an integrated e-commerce experience on its web and mobile apps, completing a key step in a comprehensive digital transformation underway for Ahold Delhaize USA brands.

The integrated platform merges the e-commerce, selling and conversion capabilities of sister company Peapod, which has long facilitated online ordering and delivery for Giant’s shoppers, with Giant’s loyalty and store programs on a single website, Giant.com. Visitors to the revamped site can access a robust shopping experience with personalized shopping, rewards program benefits, weekly circular and coupons, as well as pharmacy, nutrition and wellness content offerings, the Landover, Md.-based company said.

Ahold Delhaize USA brands over the past two years have been phasing out the legacy Peapod name associated with its e-commerce to allow its banners to express their unique identity through a customizable common platform developed by Peapod Digital Labs at Ahold Delhaize’s central Retail Business Services unit. Late last year, Giant introduced the Giant Delivers branding to replace Peapod for local e-commerce deliveries in Giant’s Mid-Atlantic markets.

At a time when demand for online grocery is at an all-time high, Giant said the move would make it easier for its shoppers to safely and efficiently browse aisles, fill virtual grocery carts, plan ahead for an in-store trip and schedule a contactless Giant Pickup or Giant Delivers order.

“Consumer preferences are shifting, and at Giant, convenience and value are key. We are a brand with over 84 years of serving our customers locally in our community, and we are excited to extend that commitment with the launch of our one-stop integrated digital experience. The new Giantfood.com brings customers the flexibility to shop how and when they like through the new seamless platform, with the same quality of products they expect in any of our stores,” said Ira Kress, president of Giant Food. “Beyond choosing where and how they want to place grocery orders, customers are able to browse rewards offerings that help them earn gas and grocery points, as well as save shopping lists and view personalized product recommendations.”

Through the platform, Giant Pickup and Giant Delivers services are available to more than 6 million shoppers in over 330 ZIP codes across Washington, D.C., Maryland, Virginia and Delaware. Customers can choose from flexible order windows, and same-day delivery service is also available in select neighborhoods. Giant Delivers and Giant Pickup services include an expanded assortment with hundreds of new items, such as plant-based foods as well as unique local and global offerings. Items are hand-picked and packed by Giant associates and loaded right into customers’ cars or delivered to their doorsteps.

Giant said its customers would be able to see more value in the new site, with only one stop to redeem digital coupons, view custom product recommendations, browse weekly ads, save favorite items and grocery lists, and earn points on every purchase, via e-commerce or in-store orders, with the Giant Flexible Rewards Program.

Giant Pharmacy customers can refill, transfer or manage prescriptions directly through the new website. Nutrition and wellness content, such as healthy recipes and cooking tips from Giant’s in-store nutritionists, will also be available for shoppers to access virtually from home or while on the go.

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