Ramping Up Its E-Commerce Biz, Giant Opens 100th ‘Direct’ Unit

Giant/Martin’s earlier this month announced a milestone in its e-commerce strategy: Giant Direct, Powered by Peapod, its online grocery service that offers pick-up and delivery, is now available at 100 Giant stores and Martin’s Food Markets, under the Martin’s Direct banner, across four different states.

On July 12, Giant/Martin’s president Nicholas Bertram and store manager Tim Dinsmore celebrated the opening of the 100th store to offer Giant Direct with a ribbon cutting at the Giant store located at 255 South Spring Garden Street in Carlisle, PA. In celebration of this e-commerce achievement, Giant presented a $1,000 donation to Project SHARE, a Carlisle-based organization that provides groceries and other essentials to more than one thousand local families in need each month.

“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,” said Bertram. “Not only does Giant Direct allows 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.”


In related news, the division of Ahold Delhaize USA announced that it will open its newest Giant Heirloom Market in the University City neighborhood of Philadelphia on August 2. The 9,950 square foot store, located at 3401 Chestnut Street, will be the second Giant Heirloom Market in the city.

“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,” said Bertram in announcing the opening. “We’re thankful for the community’s enthusiastic response to our first Giant Heirloom Market in Graduate Hospital and look forward to introducing this innovative design and concept to University City next month.

Giant introduced Giant Direct earlier this year to accelerate the company’s e-commerce strategy. In February, the company opened a 38,000 square foot Giant Direct e-commerce hub in Lancaster, PA that serves as a central shipping location for online delivery orders in the region. The hub also permits customers to place orders onsite via iPads allowing for pedestrian pickup as well as the traditional car curbside pickup.


The e-commerce evolution has continued over the past five months, as Giant has added Giant Direct to stores across its network. Giant Direct provides customers with a wide assortment of products, at great prices, with the same quality and service, they have come to expect from their local Giant and Martin’s Food Market, now combined with the technology of Peapod, to deliver a seamless online grocery experience to the customer.

Online customers can shop thousands of items including private label products, national products, fresh produce, meat and seafood, deli meats and cheeses, natural, gluten-free and organic foods, household items and even rotisserie chicken. 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. All orders are carefully hand-picked by associates.

To place an order with Giant Direct, customers can use any device to visit the Giant/Martin’s website, www.giantdirect.com, or the Giant app, enter their zip code and begin shopping. Before checking out, they’ll be asked to select how they would like to receive their order – delivery or pickup.

“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,” added 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.”

Through openings to date and additional locations planned for the remainder of the year, customers across 90 percent of the company’s footprint will have access to online grocery ordering and delivery services.