Giant Food is rolling out a refreshed pickup program as part of parent company Ahold Delhaize’s bid to expand shopper convenience under its local banners.
The newly named Giant Pickup will be available in 100 stores in Washington, D.C., Maryland, Virginia and Delaware by the end of the year. Ahold Delhaize said its overall goal is to add click-and-collect to 600 stores across its banners this year.
The service will still be powered by Peapod, which the company has used for decades and owned since the early 2000s, but will feature local branding as the company races to compete with the growing e-commerce market.
Ahold Delhaize CEO Kevin Holt said during the retailer’s Capital Markets Day event in November that the banner stores would become the predominant carrier and Peapod would be “the enabler.”
Giant said the service provides shoppers with the same prices in stores and the ability to apply digital coupons. Additionally, Giant said that if any product falls short of shoppers’ expectations, the item will be replaced and the full cost refunded.
The move comes as more and more shoppers are turning to e-commerce. According to a report from the NPD Group, the percentage of consumers age 18 and older who have shopped for groceries online within a 30-day period has increased by an impressive 17% since the quarter ending November 2018—bringing the total percentage to 20%.
Additionally, click-and-collect is favored by 11% of online grocery shoppers, according to NPD.