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Carlisle, Pennsylvania-based The Giant Company said yesterday that it is now offering what it is calling CHOICE Pass to its Giant Direct and Martin's Direct e-commerce customers.

According to the announcement, "CHOICE Pass represents the company’s next step in enhancing its holistic online experience while keeping its focus on helping families save time so they can find more time to gather around the table … CHOICE Pass provides unlimited free delivery and pickup for the price of $98/year, realizing a new savings of $21/year for subscribers. The previous yearly subscription price, offered through the former PodPass, was $119/year. Proving its cost effectiveness, CHOICE Pass will pay for itself with just two deliveries per month or one pick-up per week. With CHOICE Pass, it means customers can order as often as they like and never pay a delivery or pickup fee. "

The announcement goes on:  "CHOICE Pass will continue to offer a monthly option of $12.95 for unlimited free pickup and delivery offered. For individual orders, the pick-up fee is $2.95 with a minimum order of $30 required; the delivery fee for an individual order is $7.95 with a minimum order of $60."

KC's View:

It is all about figuring out ways to create habits among shoppers, about creating mechanisms that encourage shoppers to turn to you as the first, often best choice for products and services that consumers need and want.