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Giant Eagle soars on mobile, digital experiences in omnichannel shopping push

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June 14, 2016

gianteagleSupermarket chain Giant Eagle is taking a bigger stance on mobile and digital to create a commerce-driven omnichannel experience that features curbside pickup and shopping list management.

Giant Eagle is equipping its shoppers at local store locations with mobile and digital capabilities to better serve customers in a streamlined, omnichannel fashion. The new push will include the mobile version of its print circular, platform for online ordering and curbside pickup and digitized shopping lists.

“Omnichannel grocery shopping experiences optimize shopper engagement and increase shopper retention,” said Joseph Lee, global senior vice president of commerce and marketing at MyWebGrocer. “Mobile offerings are a key component of success, as they enable convenient options such as list planning and ordering groceries on the go.”

Giant Eagle is partnering with MyWebGrocer for the new digital push.

Multiplatform offerings
MyWebGrocer is helping the grocery chain to better serve shoppers with effective tools to assist shopping in the digital age. Converting its print circulars to digital, optimized for mobile, will have a serious impact of the convenience of discovering deals and driving sales.

Customers now look for discounts on mobile devices, which makes a digital-enabled circular highly beneficial. The strategy assists stores in driving sales by prompting users to buy items they would not normally buy while on-sale, and digitizing it makes for an easier method of discovery.

Users will also be able to manage shopping lists seamlessly across all digital channels, including mobile devices, which creates a positive image in the eyes of consumers while also eliminating lost sales due to forgetfulness. The new digital push will also focus on its Curbside Express online grocery-ordering program, which will create a mobile and digital platform for users to place their orders.

Grocery stores on mobile
Similarly, MasterCard ramped up its smart technology presence with a Samsung partnership for a smart refrigerator, connecting customers to grocery retailers through an application (see more).

Supermarket chain Albertsons also encouraged consumers in the Dallas and Fort Worth areas to download the Just for U couponing application to take advantage of the latest discounts, adding the brand to the growing list of grocery chains implementing mobile-first sales offerings (see more).

“According to MyWebGrocer data, mobile devices influence 30 percent of all online grocery orders and 50 percent of younger consumers use mobile exclusively when placing an online order,” Mr. Lee said. “Mobile offerings help customers shop, plan and save money wherever they are and whenever they want.”

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Brielle Jaekel is staff writer on Mobile Commerce Daily and Mobile Marketer, New York. Reach her at brielle@mobilemarketer.com.

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