Dive Brief:

• Giant Food has launched a new e-commerce platform that includes its former Peapod.com and Giantfood.com online shopping sites and the Giant Food app, according to a company press release. The new platform will operate under the Giantfood.com name.
• Customers who previously used the Peapod service will not experience any disruption in service, as their account information and order history will be transitioned to the new platform, the grocer said.
• Giant will continue to offer personalized shopping, rewards, coupons and other content offerings on the new site. The company said the platform integration is intended to provide shoppers with more options on a single site.

Dive Insight:

Giant Food's move to revamp its e-commerce platform builds on the retailer's rebrand of Peapod by Giant as Giant Delivers, which took place last October. The overall goal of the rebrand and subsequent platform integration is to offer a more seamless experience to Giant shoppers. 

It's a big change for Peapod, which has been around for decades, but as Giant's president, Ira Kress, noted in a statement, consumer preferences are changing. A modernized, one-stop digital shopping experience is important to customers as adoption of online grocery continues to grow. 

The new Giantfood.com platform offers delivery and pickup services to more than 6 million shoppers throughout Washington, D.C., Maryland, Virginia and Delaware. Customers have options for flexible order windows, and same-day delivery service is available in some areas. The company said it has also expanded its online assortment to include new items like plant-based foods. 

Through the new site and the app, shoppers can redeem digital coupons, get personalized recommendations, browse ads and build grocery lists. Pharmacy customers can also refill, transfer and manage prescriptions, and nutrition and wellness content will be available from the grocer's in-store nutrition staff. 

As savvy consumers demand better e-commerce experiences, retailers with various apps and sites will need to streamline their digital presence to offer easier shopping. In March, Walmart merged its Walmart grocery app with its main app and website so shoppers don't have to switch between platforms when they want to order from both. Schnucks has also made attempts to integrate more features into its app, including rewards and a “deli order ahead” option.