Giant Eagle to Accelerate Digital Strategy with New CMS Platform

Giant Eagle, one of the nation's largest multi-format food, fuel and pharmacy retailers, has deployed EPiServer CMS and Commerce Solutions to enhance the customer online experience, drive profitable sales growth and support customer loyalty. 

With more than 4.6 million customers annually and more than 400 food and fuel retail locations in Pennsylvania, Ohio, West Virginia and Maryland, Giant Eagle recognized the need for a new, more capable and scalable content management system (CMS) and e-commerce platform to bolster delivery of its digital strategy. The retailer leveraged EPiServer to extend and deliver the multi-channel, multi-platform experience online, complete with an interactive customer tool set including a weekly circular, product catalog, shopping list, menu planner, digital coupons and gift card e-commerce. These offerings are designed to enhance the value proposition and customer engagement during the pre-shop, in-store and post-sale experience.

“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. “The EPiServer technology has enabled us to better engage our customers online to ultimately provide a benefit to the in-store experience, and has allowed us to prepare for future planned enhancements to the site.” is using EPiServer to provide its shoppers with tools and content to personalize their interaction with the brand from the online planning phase to the in-store experience, with easily accessible information available for every in-store department and product category, and savings and loyalty programs. The site delivers personalized content to the customer and highlights features like weekly specials, robust search options, online shopping lists, reward offers and gift card purchases.

The scalability of the platform will allow the grocer to accommodate its planned growth and ecommerce integration, and since launching the EPiServer site, Giant Eagle has already seen the impact, according to the vendor. The technology has helped increase impressions of Giant Eagle’s weekly circular by more than 40 percent, increased output for the web team by nearly 30 percent and increased site engagement as shoppers take advantage of available offerings.

“Stronger integration between on and off line shopping is a continuing trend in the retail space,” said Marty Leamy, president of EPiServer, Inc. “Giant Eagle has followed a well thought-through development process with a focus on their customer. This innovative strategy will carry them well into the future as digital demand continues to build, and to drive customer loyalty with more rewarding customer experiences.”

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