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Giant Eagle gets more interactive with digital circular

Add-to-cart capability from Flipp enhances omnichannel shopping experience

Russell Redman

June 9, 2021

2 Min Read
Giant_Eagle_digital_circular-Flipp.png
The Flipp functionality has been integrated into the weekly flyer on Giant Eagle’s website as well as its digital circular on the Giant Eagle mobile app.Flipp

Regional grocer Giant Eagle has launched a new digital circular that brings more interactivity by blending the experiences of shopping online and in-store.

Powered by the Flipp retail marketplace platform, Giant Eagle’s new online circular offers engaging visual integrations and an add-to-cart feature that provides increased product visibility plus more shopping convenience and on-demand access to items on sale, Toronto-based Flipp said yesterday.

The Flipp functionality has been integrated into the weekly flyer on Giant Eagle’s website as well as the free Giant Eagle mobile app, which features the Pittsburgh-based chain’s weekly digital circular and coupons. Through the Flipp-powered circular, customers can search for deals from more than 10,000 products available at Giant Eagle.

“We are constantly trying to evolve as a brand to enhance our guests’ shopping experience. In today’s digital world, we know it’s important for our consumers to be engaged at every touchpoint,” according to Damian Scott, senior vice president and chief customer officer at Giant Eagle. “Together, with Flipp, our new circular updates will make it possible for Giant Eagle guests to easily view the best deals we have, add items to their cart and complete their shopping in a seamless way.” 

Related:For first time, digital coupons overtake print circulars in redemption

Overall, Giant Eagle operates 474 grocery and convenience stores, including more than 200 supermarkets, across western Pennsylvania, north central Ohio, northern West Virginia, Maryland and Indiana. Online grocery delivery and in-store or curbside pickup services are available at all Giant Eagle supermarkets.

Flipp noted that the interactivity powered by its marketplace platform reflects extensive research on grocery shopping behavior that shows a customer preference for a hybrid shopping experience, incorporating elements of both brick-and-mortar and online shopping. For example, Giant Eagle’s online flyer enables shoppers to click on advertised items and, in a sidebar, view a larger image of the product and the varieties offered. From there, they can click on specific items for a description, clip a coupon and add the product and associated savings directly to their virtual cart. Products also can be added to a shopping list.

“We are committed to helping our retail partners connect with consumers in a meaningful way to provide them with value wherever, whenever and however they choose to shop,” Adam Halim, senior vice presicdent of business development at Flipp, said in a statement. “We are increasingly seeing value as a top priority for consumers, and if we can help our partners redefine how shoppers discover their products and make the best purchasing decisions in a digitally driven world, then we have done our job.”

Related:Ahold Delhaize USA looks to amplify digital price promos

About the Author

Russell Redman

Senior Editor
Supermarket News

Russell Redman has served as senior editor at Supermarket News since April 2018, his second tour with the publication. In his current role, he handles daily news coverage for the SN website and contributes news and features for the print magazine, as well as participates in special projects, podcasts and webinars and attends industry events. Russ joined SN from Racher Press Inc.’s Chain Drug Review and Mass Market Retailers magazines, where he served as desk/online editor for more than nine years, covering the food/drug/mass retail sector. 

Russell Redman’s more than 30 years of experience in journalism span a range of editorial manager, editor, reporter/writer and digital roles at a variety of publications and websites covering a breadth of industries, including retailing, pharmacy/health care, IT, digital home, financial technology, financial services, real estate/commercial property, pro audio/video and film. He started his career in 1989 as a local news reporter and editor, covering community news and politics in Long Island, N.Y. His background also includes an earlier stint at Supermarket News as center store editor and then financial editor in the mid-1990s. Russ holds a B.A. in journalism (minor in political science) from Hofstra University, where he also earned a certificate in digital/social media marketing in November 2016.

Russell Redman’s experience:

Supermarket News - Informa
Senior Editor 
April 2018 - present

Chain Drug Review/Mass Market Retailers - Racher Press
Desk/Online Editor 
Sept. 2008 - March 2018

CRN magazine - CMP Media
Managing Editor
May 2000 - June 2007

Bank Systems & Technology - Miller Freeman
Executive Editor/Managing Editor
Dec. 1996 - May 2000

Supermarket News - Fairchild Publications
Financial Editor/Associate Editor
April 1995 - Dec. 1996 

Shopping Centers Today Magazine - ICSC 
Desk Editor/Assistant Editor
Dec. 1992 - April 1995

Testa Communications
Assistant Editor/Contributing Editor (Music & Sound Retailer, Post, Producer, Sound & Communications and DJ Times magazines)
Jan. 1991 - Dec. 1992 

American Banker/Bond Buyer
Copy Editor
Oct. 1990 - Jan. 1991 

This Week newspaper - Chanry Communications
Reporter/Editor
May 1989 - July 1990

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