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Ahold Delhaize-owned, Pennsylvania-based The GIANT Company said yesterday that it is eliminating its order minimums and pickup fees for GIANT Direct and Martin's Direct customers who use the company's click-and-collect offering.

“With today’s customers having more choices than ever before, it’s critical that we continue taking steps to differentiate our online shopping experience,” said Matt Simon, vice president of brand experience, The GIANT Company. “Not only do these enhancements accelerate our omnichannel strategy, but they also provide our GIANT Direct and MARTIN’S Direct customers with greater convenience and value, uniquely positioning The GIANT Company as the online grocer of choice.”

The announcement says that "the enhancements announced today are the latest investments made by the company in support of its growing e-commerce business. Last November, The GIANT Company opened its new, state-of-the-art GIANT Direct E-commerce Fulfillment Center in Philadelphia to serve more customers in Philadelphia – and for the first time in its 98-year history – in southern New Jersey … The GIANT Company has more than 175 pickup locations and customers across 90% of the company’s footprint have access to online grocery ordering and delivery services."

KC's View:

With all due respect, it always amazes me that companies like GIANT make moves like these in order to differentiate themselves, and then partner with Instacart to offer me-too delivery services.

I simply do not understand why the desire for differentiation seems to stop once the product goes beyond the store's parking lot.  It is a mindset, I fear, that will prove to be short-sighted in the long run.