Giant Eagle Deploys New E-Commerce Platforms

By Sam Lewis

Improving online experience will lead to loyalty and profitability

Pittsburgh-based food, fuel, and pharmacy retailer Giant Eagle has implemented EPiServer CMS and Commerce Solutions to enrich its online customer experience and help boost customer loyalty and sales growth.

Giant Eagle serves more than 4.6 million people across nearly 400 stores in Pennsylvania, Ohio, West Virginia and Maryland. With so many customers across a large geography, the retailer needed a more capable and accessible CMS and e-commerce platform to aid its digital strategy. The company asked EPiServer — a company that provides digital marketing and e-commerce solutions through content management systems and e-commerce platforms — to increase the multichannel, and multiplatform online experience with toolsets and offerings for customers. These included the weekly circular, product catalog, shopping lists, menu planners, and digital coupons and gift cards.

Through EPiServer, Giant Eagle shoppers are given the ability to personalize their interaction with everything from planning shopping trips online through the actual, in-store experience. The new platform also provides easy access to information regarding every department and product category as well savings and loyalty programs. Delivering personalized content saves time and increases relevancy for the individual shopper by highlighting the features, specials, and options the shopper cares about. “Our goal has been to provide an omni-channel customer experience for our shoppers, with each touch point, from online to in-store, offering easily accessible information and tools our customers desire when and where they want it,” said Donna Pahel, director of digital CRM at Giant Eagle.

Giant Eagle is already seeing the effects of the launch of the new EPiServer platform. The retailer’s weekly circular has been seen by a larger audience, a boost of 40 percent, along with a nearly 30 percent increase in site engagement as shoppers view and utilize weekly specials, product catalogs, and other offerings of the new technology.