Giant/Martin’s expands e-commerce footprint

Giant Food Stores has rolled out its Giant Direct, Powered by Peapod, online grocery pickup and delivery service to 100 stores across four states.

The Carlisle, Pa.-based supermarket chain, part of Ahold Delhaize USA, said the service is now available at Giant and Martin’s Food Markets stores, the latter under the Martin’s Direct banner.

Giant unveiled Giant Direct in January as its new e-commerce brand, driven by Ahold Delhaize USA’s Peapod online grocery arm. The banner, with a new, contemporary logo, replaced the Peapod by Giant branding.

To mark the Giant Direct rollout, Giant/Martin’s President Nicholas Bertram and store manager Tim Dinsmore are set to participate in a ribbon-cutting event today at the Giant store on South Spring Garden Street in Carlisle.

Giant President Nick Bertram announces the rollout of Giant Direct at the chain's Carlisle, Pa., store.

“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 in a statement. “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.”

Giant said it has been launching Giant Direct at stores over the past five months. Through openings to date and more locations planned for the rest of the year, customers across 90% of the retailer’s footprint will have access to online grocery ordering and delivery services.

Related:Giant Direct e-commerce hub gets under way

Overall, Giant operates 180 supermarkets, 132 pharmacies and 102 fuel stations in Pennsylvania, Maryland, Virginia and West Virginia.

“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,” according to Bertram. “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.”

Besides a new e-commerce brand, Giant Direct also ushered in a new online fulfillment concept.

In February, Giant opened a 38,000-square-foot e-commerce hub — bannered Giant Direct — in Lancaster, Pa., that serves as a central shipping location for online orders in the region. Local customers also can place orders on-site on iPads inside a walk-up vestibule, allowing for pedestrian pickup and car curbside pickup. Parking spaces labeled “Pick Up Here” let online customers drive up and have their orders brought to their cars, and fresh lockers in the vestibule hold items designated for pickup. Giant said the hub will enable it to serve about 40% more households in the area.

Related:Getting up close at Giant’s new e-commerce hub

To place a Giant Direct order, customers go to GiantDirect.com or open the Giant mobile app, enter their ZIP code and start shopping. After placing their order and checking out, they’ll be asked to select delivery or pickup.

Giant said it offers thousands of items online, including private-label and national-brand products; fresh produce, meat and seafood; deli meat and cheese; natural, gluten-free and organic foods; household items; and rotisserie chicken. Customers can link their Bonus Card and earn Gas Extra Rewards on qualifying purchases and can redeem digital coupons. All orders are hand-picked, packed and delivered by Giant Direct associates.

As the service rolls out, new customers will receive promotional offers that include free delivery or pickup for a trial period and a discount on their first order, Giant added. Starting on July 14, shoppers can place orders and get free delivery or pickup for Tuesday through Thursday as well as earn bonus items depending on their order size. Customers get one free item for spending $75, three free items for $100, five free items for $150 and five free items plus a $10 gift card for $200. When checking out, they will be able to choose from more than 15 items, including snacks, beverages and other summertime products.

Ahold Delhaize recently has ramped up efforts to expand grocery pickup across its U.S. supermarket chains.

Last week, Landover, Md.-based Giant Food began rolling out click-and-collect service and plans to have it available at 100 of its 164 Mid-Atlantic stores by the year’s end. Also, in June, Stop & Shop introduced same-day pickup at 20 stores in Massachusetts, Rhode Island, Connecticut and New York, while Food Lion launched its Food Lion To-Go pickup service at 105 stores in the Carolinas and Virginia. And the Hannaford chain in New England has steadily expanded Hannaford To Go, which numbered more than 50 pickup locations as of the end of 2018.

Ahold Delhaize executives have said the company plans to more than double its U.S. click-and-collect sites to over 600 by 2019 and give 65% of its U.S. customer base access to same-day delivery and/or pickup service by 2020.

*Article updated with more information on Giant Direct promotions.