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GIANT builds on innovations

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CARLISLE, Pa. — GIANT Food Stores has celebrated some significant milestones with ribbon-cuttings recently.

Last month GIANT president Nicholas Bertram joined store manager Tim Dinsmore and other dignitaries for a ribbon-cutting ceremony for the 100th store offering the GIANT DIRECT online grocery delivery service. Then on August 2 the company was scheduled to open its second small-format GIANT Heirloom Market store in Philadelphia.

The GIANT DIRECT, Powered by Peapod online grocery service is now available at 100 stores in four states.

“As our customers become more and more interested in ordering groceries online, it’s critical that we offer a solution that exceeds expectations, and GIANT DIRECT is that solution,” Bertram said at the ribbon-cutting. “Not only does GIANT DIRECT allow us to meet the needs of our customer through a simple, easy-to-use and personalized digital experience, it positions us for future success in the ever-growing digital landscape.”

The supermarket operator introduced GIANT DIRECT, Powered by Peapod earlier this year in order to accelerate its e-commerce strategy. In February, it opened a 38,000-square-foot e-commerce hub in Lancaster, Pa., to serve as a central shipping location for online delivery orders in the region. The hub also serves as a pickup location for customers who have purchased their groceries online. Additionally, shoppers can go to the hub and use iPads to order and pay for groceries and pick them up on the spot.

GIANT DIRECT combines the assortments and services customers can expect from GIANT and MARTIN’s stores with the technology of its Peapod delivery experience, the company said. By linking their Bonus Card, customers earn Gas Extra Rewards on qualifying purchases and can redeem their digital coupons to save even more on their groceries, the company said, and all orders are carefully hand-picked by associates.

“GIANT DIRECT has had fantastic feedback from customers, and that’s largely due to the team of GIANT associates who’ve worked diligently to bring GIANT DIRECT to market,” Bertram said. “I’m incredibly proud of the team that has helped us reach this milestone in our e-commerce program and look forward to the continued success of GIANT DIRECT as we continue the rollout and enhance the ­experience.”

As the service rolls out, new customers will receive promotional offers that include free delivery or pickup for a trial period as well as a discount on their first order. Through openings to date and additional locations that are planned for the remainder of the year, customers across 90% of the company’s footprint will have access to online grocery ordering and delivery services.

The GIANT Heirloom Market format, meanwhile, was designed to bolster the chain’s presence in urban ­neighborhoods.

“The opening of our second GIANT Heirloom Market store reaffirms GIANT’s continued commitment not only to the Philadelphia region but also to our strategic investment in the city’s urban core,” Bertram said of the new store in the University City neighborhood.

The inaugural Heirloom Market store opened in January in Philadelphia’s Graduate Hospital neighborhood. Others are coming to the city’s Northern Liberties and Queen Village neighborhoods.

The store will offer food that is high quality, fresh, local and seasonal, according to the company. Shoppers will also find grab-and-go meals, a selection of plant‐based food items, a gluten-free section, and a curated selection of wines and beers.


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