EVER SINCE GIANT EAGLE WAS FOUNDED nearly 87 YEARS AGO, THE COMPANY HAS BEEN FOCUSED ON ENTREPRENEURIAL AND INNOVATIVE WAYS TO SERVE OUR CUSTOMERS AND GROW THE BUSINESS. ONLINE SHOPPING AND CURBSIDE PICK-UP, AS WELL AS A NEW HOME DELIVERY SERVICE, WILL CONTINUE TO ADVANCE OUR BUSINESS AND THE RETAIL GROCERY INDUSTRY. THIS PAST YEAR, WE FURTHER DEVELOPED OUR DIGITAL COMMERCE, MARKETING AND CUSTOMER ENGAGEMENT STRATEGIES, WHICH HAVE also RESULTED IN INCREASED SALES AND CUSTOMER LOYALTY, AND AN EVEN STRONGER BRAND.
One way that we have created a unique customer-centric experience is by constantly expanding and enhancing Curbside Express, which continues to attract new customers and has become increasingly popular with our existing ones. If you haven’t yet tried Curbside Express, it’s easy, convenient, and provides customers with personal shoppers that hand-pick, select and deliver items curbside to their vehicle or home. It is also very affordable; the total cost is only $4.95. For new Curbside Express customers, the service fee is waived on their first three orders.
Curbside Express and Home Delivery
Earlier this year, in mid-October, we piloted home delivery services in 36 stores across greater Pittsburgh, Cleveland and Columbus. The cost is $12.95 per order and the first delivery order is free. Early results and feedback from customers have both been very positive.
Growth and Positive Results
Since originally launching Curbside Express at the Settlers Ridge Market District in Robinson Township, Pennsylvania in April 2012, the offering has grown to include grocery pickup service at a total of 51 locations across the Chain, including all 13 Market District locations, many Giant Eagle Signature stores and a few independently-owned locations. Giant Eagle is also testing Curbside pick-up at GetGo Café locations in Indianapolis.
Curbside Express sales have grown 32% in Fiscal Year 2017, and orders have increased by 70%. Additionally, the average Curbside Express basket is more than four times larger than an in-store order. The Voice-of-the-Customer Overall Satisfaction results have consistently been above the Chain’s average.
We continue to market our eAdvantage and OFFER OF THE WEEK, which includes 580,000 enrolled members with an offer redemption range of 10-25%. We also offered 10 targeted marketing promotional campaigns in 2017 that involved savings and coupons mailed to homes. Additionally, we have used hypertargeting with our Giant Eagle Advantage Card data in various social and digital platforms, including Facebook, to market and advertise to existing and future customers.
In Fiscal Year 2018, we will continue to enhance GiantEagle.com with several strategic benefits, including simplifying our web, and making a single domain so that GiantEagle.com becomes a “hub” for all customers to navigate all our digital properties, content and service offers for all banners. GiantEagle.com will also be a single location for: Pharmacy; Curbside Express; and eOffers, as well as for all Company information, including Inclusion and Diversity, Company History, Careers; and Corporate Social Responsibility.