Soaring to new heights

A pro-family policy targeting career women with children has enabled a leading the U.S. supermarket retailer to increase sales and widen its customer base.

Giant Eagle, Inc. is one of U.S.’s largest supermarket retailers and is the largest supermarket chain in the area of Western Pennsylvania, Ohio, West Virginia and Maryland. It has been rated the second-most family-friendly supermarket by Child.com, in 2004. Child.com provides information on parenting and is the host of Child magazine.

Investing in pro-family strategy and activities

Giant Eagle has identified its typical family shopper as a professional woman-cum-mother in the age range of 35 to 54. With its sound understanding of the needs and preferences of this type of shopper, it actively positions its store concept and services towards attracting the working mother, to ease her burden of taking care of children when shopping.

Children’s activity centre

Giant Eagle created the Eagle Nest Child Learning and Activity Centre as a fun and educational destination for children, with computer and video games, movies and playtime and fun activities. Eagle Nest is managed by qualified and dedicated staff.

Plug into an extensive discount network

Giant Eagle enables its customers to enjoy extensive discounts at other businesses that target families as a customer base. Customers can apply for the Giant Eagle Loyalty card programme to enjoy a whole range of entertainment sites in the region, children’s festivals, theatres, museums, parks, zoos, playhouses, etc.

Save for college

Through the ‘Giant Eagle Advantage Card’, it also offers customers the ability to help their kid’s schools by earning points when they shop at Giant Eagle and can donate the points to their kid’s schools to redeem for school items they purchase at Giant Eagle.

Giant Eagle also helps parents to save for their children’s education through a scheme called U-Promise whereby customers who shops at Giant Eagle can save money for children’s college.

Teaming up with other organizations to support families

Giant Eagle partners with Family Health Council to offer free health screenings to customers.

Good Return on Investment

As a result of the above investments, Giant Eagle has been able to reap the following benefits:

• Increased sales revenue
• Growing customer base
• Strengthened customer loyalty
• Recipient of numerous awards and accolades for their contributions to education, local charities and community outreach programmes

For more information on Giant Eagle, Inc., click on www.gianteagle.com/main/home.jsp

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