Giant Eagle drives store traffic with omnichannel promotion

A regional supermarket chain increased brick-and-mortar traffic, as well as mobile exposure and online sales, with an omnichannel marketing campaign.

Giant Eagle sought to create measurable growth in online ordering and curbside pickup at its Pittsburgh-area stores. The grocery retailer integrated the Wrapify omnichannel marketing platform into its out-of-home (OOH) and digital promotional campaign.

The campaign combined vehicles wrapped in advertising for Giant Eagle’s online ordering and curbside pickup service with Wrapify’s attribution suite, which digitally tracks impressions and connects wrapped vehicle exposure to online conversion and in‑app engagement.

Over a 10-week period, vehicles wrapped in Wrapify advertisements gathered mobile ad ID’s as they drove around Pittsburgh. Utilizing Wrapify’s physical retargeting features, Giant Eagle was able to show their online ads to the exposed devices from the campaign. 

The campaign resulted in 4.67 million impressions, as well as a 29% increase in online orders, 55% increase in store visitation, and a 41% increase in traffic to Giant Eagle’s curbside pick-up website. The retailer could track performance with dashboard tools including a heat map (pictured).

Giant Eagle operates more than 470 stores throughout western Pennsylvania, north central Ohio, northern West Virginia, Maryland, and Indiana.