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Giant Eagle Gives Convenience Retailing A Go
Worth Watching
“Get in, get out and get going.”
That’s the tagline for Pittsburgh-based Giant Eagle’s 100-unit chain of convenience stores/fueling stations.
With gasoline prices at about $3 or more a
gallon, the chain’s fuelperks! gasoline discount program does indeed
have people going to GetGo in rather substantial numbers.
According to an NPD Group analysis reported in the
post-gazette.online, GetGo racked up an “impressive spike” in
gasoline sales in the year or so since the incentive program was
implemented. With fuelperks!, Giant Eagle and GetGo loyalty card users can
save 10 cents per gallon of gasoline for every $50 worth of purchases they
make at the supermarkets and c-stores.
In 2005, 1.6 million customers redeemed fuelperks!
rewards, according to Giant Eagle. Not surprisingly, the loyalty program
has also led to same-store sales increases for GetGo.
Giant Eagle ventured into the convenience-store
business about three years ago, and according to marketing director, Derek
Gaskins, “GetGo is aggressively growing. We plan to continue to grow
in markets throughout our supermarket footprint [primarily in Western
Pennsylvania and Ohio].”
There are two GetGo formats — pad sites, which
are located in the parking lots of existing Giant Eagle supermarkets, and
standalone stores. Format sizes range from 200 square feet to 4,500 square
feet.
Candy at GetGo
Candy has a strong presence in GetGo stores, which
feature both a front-end set and an in-line candy section. Fortunately,
says Gaskins, the high price of gasoline and resulting hit on
shoppers’ discretionary income has not had a negative impact on candy
sales. The chain has promoted candy at the pump on fuel nozzles and pump
toppers. In the stores, says Gaskins, “Our 2 for $2 king-size candy
promotions have worked especially well.
“The candy category is important and
growing,” he observes.
“Many of our stores have novelty endcaps,”
Gaskins continues. “We also have kids’ general merchandise
items on a seasonal basis. Given our ability to attract Giant Eagle
customers, kids’ products are important to our mix.”
He lists theater packs, king-size bars and portable
items as among the most popular candy types. A total of more than 300 candy
SKUs are featured at GetGo.
The larger-store GetGo formats have an airy, open look,
and feature GetGo Kitchens, where salads, sandwiches, wraps and bakery
items are prepared to each customer’s specifications. A small dining
area is included as well.
The Giant Eagle corporate connection is strong. A
variety of corporate brand items are sold, including coffee under the
chain’s new Market District banner, which is used on an assortment of
premium items in the supermarkets.
“Due to limited counter space and our desire to
maintain a clean, easy-to-navigate store, we do not do as much with
countertop displays and floor shippers as other retailers,” says
Gaskins. “Special promotions or seasonal promotions may warrant more
space, but for the most part, we go with a clean-store policy,”
Gaskins adds.