GIANT Food Stores Announces Dual Family-Focused Strategies
CARLISLE, PA - It has been a big week in the way of implementing new strategies for Ahold Delhaize’s GIANT Food Stores banner, which seems to be vying for the best family destination to grocery shop. The company introduced a new partnership with the iconic Berenstain Bears franchise through a grand opening of The Berenstain Bears® Treehouse Wednesday at its flagship store in Camp Hill, PA. Not long after, the retailer announced it is introducing a kid-friendly augmented reality (AR) experience in 15 Harrisburg, PA, area stores this holiday season.
“Simplifying the shopping experience for the busy families we serve, so they have time to focus on what matters most—each other—is a constant priority for our team,” said Nicholas Bertram, President. “Since being introduced in 2005, our Treehouse space has been a safe and fun place for kids to be kids, one that parents can feel good about their kids being in as they shop, and that’s something we’re very proud to be able to offer families. A renowned Pennsylvania brand, The Berenstain Bears were a natural fit for us as we began to reimagine this space because for more than 50 years, they’ve helped create strong families and communities through their books.”
Berenstain will host two readings for local children in celebration of the grand opening and sign autographs. Children had the opportunity to make healthy bear-themed snacks, take photos with costumed Berenstain Bears characters, complete a treehouse activity and receive a free Berenstain Bears book, and receive an autograph from Mike Berenstain, second-generation author and illustrator of The Berenstain Bears series.
Through the new Berenstain Bears Treehouse, GIANT said it is bringing two local brands with shared values together to inspire the curiosity and creativity of children.
And just for the holiday season, shoppers can use their smartphones at select stores to play GIANT’S Snowflake Search, a new interactive game designed to engage and entertain children during their visit to the grocery store.
“At GIANT, we’re always looking for ways to deepen our relationships with our customers as well as ways to create an exciting and unique shopping experience inside our stores. By incorporating GIANT Choice Rewards into our Snowflake Search experience, we’re able to provide our digitally engaged customers with a fun and easy way to earn valuable rewards, which we think will be especially appreciated during the holiday season,” said Kimberly Mack, Manager of Digital Strategy and Media, in a press release. Mack explained that, as a parent, she understands firsthand how challenging a trip to the grocery store can be with young children, especially during the holiday season, promising this offers both innovation and family assistance.
Developed in collaboration with Irvine, CA-based Schiefer Chopshop, the system is believed to be the first web-based application of augmented reality in this capacity by a U.S. grocery retailer, according to a press release. While other companies are using AR to provide information on products, GIANT said it is harnessing the technology to add fun to an everyday task.
The activity offers customers the opportunity to earn up to 300 GIANT Choice Rewards points per game and a total of 1,500 points through January 30.
With much going on in such a short time period, it’s hard not to consider this a glimpse of what the retailer has in store for the New Year. Be sure that AndNowUKnow will be waiting to see what else is in store.