In an effort to create an enhanced digital shopping experience, Stop & Shop is sunsetting Peapod and introducing a new ecommerce platform and a revamped loyalty program, Stop & Shop GO Rewards. The impact of COVID-19 on grocery delivery has been significant, and many grocery retailers have taken steps recently to update their ecommerce capabilities to create more seamless, user-friendly shopping experiences that will last into the new normal.
Why Is Stop & Shop Launching A New Ecommerce Platform?
“Stop & Shop prides itself on making things easier for our shoppers, and this new digital experience does just that,” said Gordon Reid, President of Stop & Shop. “It’s [the new Stop & Shop ecommerce platform is] centered around one seamless website and mobile app that will provide our customers several ways to shop the wide assortment and everyday savings they count on with Stop & Shop.” The new ecommerce platform includes the integration of the Peapod delivery service into Stop & Shop’s website and app. Peapod customers will be automatically transitioned to the Stop & Shop platform.
The dissolution of Peapod allows parent company Ahold Delhaize USA to streamline operations and marketing initiatives under the Stop & Shop banner, meeting consumer needs with less moving parts. According to Supermarket News, the move towards efficiency comes at a time when Stop & Shop is aiming to increase their omnichannel capacity, “adding three new warerooms to fulfill online orders” and “launching 50 more pickup locations this year.”
What Will The Stop & Shop Ecommerce Platform Offer Consumers?
New or existing consumers can place orders on StopandShop.com or via the free Stop & Shop® mobile app, with the new ecommerce site allowing customers to “build their shopping list, shop directly from the weekly digital circular and relevant in-app and on-site promotions, complete their grocery order online and choose to either pick up their groceries at their local store or have them delivered to their doorstep.” A new feature, “My Shop Benefits,” offers product recommendations, an option to shop from past purchases and grocery list building.
What Is Stop & Shop GO Rewards?
“GO Rewards delivers personalized digital offers and exciting new ways for our customers to save — and to use their points,” said Rachel Stephens, Vice President of Digital Loyalty at Stop & Shop. “Savings at Stop & Shop add up quickly, and we hope this revamped program will help our customers to see the tremendous value we offer both in-store and online.” The new loyalty program gives shoppers one GO Point for every dollar spent, either in-store or online, and the points can be redeemed for groceries, gas at Stop & Shop fuel stations and participating Shell locations or for giving back to local food banks.
What Are The Benefits Of Ecommerce Platforms For Grocery?
Both the Stop & Shop ecommerce platform and Stop & Shop GO Rewards allow Stop & Shop to gain a better understanding of their customers, which can improve marketing strategies for the Stop & Shop brand. Time spent on grocery ecommerce platforms and apps is expected to scale as more and more consumers become comfortable shopping for groceries online, and understanding how consumers are finding products, what they’re buying and when they’re buying it can be important intelligence for grocery businesses cultivating audiences.
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