How Giant Eagle drives loyalty and wins new customers in a crowded grocery market

Giant Eagle is a leading food and pharmacy retailer headquartered in greater Pittsburgh. It operates more than 200 stores in western Pennsylvania, north central Ohio, northern West Virginia, Maryland, and Indiana.

As a regional grocer, one of the biggest challenges that Giant Eagle faces is driving loyalty and differentiating itself in a noisy, busy retail environment. Arica Griffin, Giant Eagle's director of loyalty and CRM, says that challenge pushed the brand to explore opportunities to drive net-new visits from new customers and occasional shoppers alike.

"Upside allowed us to leverage their cash back program to do just that," she said.

Upside helps Giant Eagle win more trips and more spend from uncommitted, cross-shopping customers via personalized promotions. These cash-back offers deliver the value that shoppers seek without unnecessarily diluting the brand’s margin, helping set Giant Eagle apart.

"Not only is the program and platform driving a significant amount of incrementality for us here at Giant Eagle, but the Upside team is absolutely wonderful to work with," Griffin said. "If you are looking for additional growth and looking to drive new and unique customers into your doors, Upside is the perfect program for you."