CARLISLE — Citing sky-rocketing demand for online service, The Giant Company has revamped its online subscription model. As part of its long-term strategic omnichannel plans, the grocery chain is now offering CHOICE Pass to its online Giant Direct customers.
CHOICE Pass provides unlimited free delivery and pickup for the price of $98 per year, which represents a savings of $21 per year for subscribers. The previous yearly subscription price, offered through the former PodPass, was $119 per year, according to the company.
“The demand for online grocery services has sky-rocketed over the past year, far surpassing the growth that was originally predicted. The same holds true for Giant Direct, where we’ve seen online customers grow each month,” Matt Simon, chief marketing officer, The Giant Company, said in a press release. “Today’s families are strapped for time and CHOICE Pass simplifies shopping with an easy solution that helps save them time and money, without compromising on quality, giving them more time to come together at their table and connect over a meal.”
CHOICE Pass will replace the current model of PodPass. To underscore this customer-facing change, CHOICE Pass comes with a new contemporary logo that takes its origins from Giant Choice Rewards program.
In addition to the annual price, customers have the choice of a monthly option of $12.95 for unlimited free pickup and delivery. For individual orders, the pick-up fee is $2.95 with a minimum order of $30 required; the delivery fee for an individual order is $7.95 with a minimum order of $60.
“Currently, one-third of our customers engage with us digitally. As that number grows, given the renewed interest in subscription services, especially grocery delivery, CHOICE Pass also positions us for future growth in the expanding digital landscape,” Simon added. “And as we look forward, we’ll continue to explore ways to strengthen our e-commerce platform to not only meet the increasing demand but to also offer a seamlessly integrated online experience to our online customers.”
The Giant Company introduced the Giant Direct brand in February 2019 when it debuted its first e-commerce hub in the city of Lancaster. By July 2019, the company opened its 100th pick-up location. Customers across 90% of the company’s footprint have access to online grocery ordering and delivery services.
The Giant Company operates nearly 190 stores, 132 pharmacies, 105 fuel stations, and over 145 online pickup hubs and grocery delivery service in hundreds of zip codes across Pennsylvania, Maryland, Virginia and West Virginia.