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Giant Eagle relaunches print circular with omnichannel upgrade

Giant Eagle
Giant Eagle is linking its print circular and e-commerce site.

Cleveland-area Giant Eagle customers will be the first to receive a new print circular with extra mobile-enabled features.

The regional food, fuel and pharmacy retailer it is relaunching the in-home delivery of its printed weekly circular to Cleveland-area customers beginning Tuesday, April 18. The reimagined, two-page version of the circular is scheduled to debut across the chain in early May.

The new two-page circular will showcase weekly savings for dozens of seasonally relevant products from across the store, including national brand items as well as Giant Eagle-brand products.

The new format is also designed to streamline savings using omnichannel functionality. The circular will highlight the strongest promotions in print, while a scan of a displayed QR code will direct customers to the Giant Eagle website, where they can view hundreds of additional items that will be on sale each week. 

“We are committed to putting our customers at the center of everything we do to ensure we provide what is most important to them, and what they want most right now is high-quality products at a good price,” said Brian Ferrier, senior VP of merchandising for Giant Eagle, who explained the new weekly circular is just one way Giant Eagle is delivering value to customers. “Our new printed circular will showcase huge savings on some of our most popular items and will provide an opportunity for customers to discover hundreds of additional sale items by scanning the QR code that will be featured on the front page of every circular.” 

Giant Eagle spans channels with promotional activity

Giant Eagle is involved in a number of omnichannel marketing and loyalty initiatives. For example, the retailer utilizes the Eagle Eye AIR intelligent digital marketing platform to facilitate a personalized loyalty program, at scale.

Giant Eagle, which offers an in-store targeted rewards program called myPerks, has been adjusting to the growing shift from in-store to online and omnichannel spending by improving its ability to understand shopper behavior across channels.

In April 2021, Giant Eagle began leveraging the mParticle customer data platform (CDP) as the foundation of its omnichannel customer data strategy, increasing revenue by 15% as a result. Giant Eagle built a robust data pipeline based on the CDP and used it to power personalization throughout myPerks. The company is now bringing digital personalization to customers in the form of cross-channel digital experiences, loyalty programs, and member rewards.

Founded in 1931, Pittsburgh-based Giant Eagle Inc. operates more than 490 stores throughout western Pennsylvania, north central Ohio, northern West Virginia, Maryland and Indiana.

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