Dive Brief:

• Stop & Shop has launched a new e-commerce platform and a refreshed loyalty program called Stop & Shop Go Rewards, according to a company press release. The changes are part of an enhanced e-commerce experience the retailer is bringing to its customers.
• The new Stopandshop.com and the Stop & Shop app will replace the Peapod platform, and account information for shoppers who previously used Peapod will be automatically transitioned over. From the new site, customers can build shopping lists, shop from digital circulars and promotions, and order groceries for pickup and delivery.
• Stop & Shop Go Rewards will be integrated with the app and website, and will allow customers to earn one point for every dollar spent. Shoppers can redeem points for gas or grocery discounts, or donate to local food banks. Previously, points could only be used toward gas rewards.

Dive Insight:

The new Stop & Shop platform and corresponding loyalty program are the next step for the New England retailer as it strengthens its e-commerce experience in response to growing demand. 

In July, Stop & Shop announced plans to add three new warerooms and bring grocery pickup to 50 more locations this year as it looks to improve e-commerce capacity. With the behind-the-scenes infrastructure in place, Stop & Shop is now turning to the customer-facing piece of its e-commerce offering and is investing in a simpler, more cohesive online shopping journey. 

Customers can currently preview the new digital experience, which showcases a fresh look and feel and provides an overview of new features. When visiting the new site, it asks customers to choose how they’re shopping, whether it’s pickup, delivery or in-store. A new element called My Shop Benefits is also available on the platform, which will offer product recommendations and allow shoppers to pull up past purchases, in addition to building lists. An FAQ section walks customers through some of the changes and provides additional guidance. 

One by one, Ahold Delhaize banners are embracing their own e-commerce brands and launching platforms separate from the retailer’s Peapod name. In June, Giant Food also integrated Peapod operations into a new site, Giantfood.com, with a corresponding app. Giant’s first step in the process was the relaunch of its delivery service under the name Giant Delivers last fall. 

The Stop & Shop update will phase out the last consumer-facing portion of Peapod, the e-commerce brand that dates back more than 30 years, as parent company Ahold Delhaize aims for a more streamlined, store-focused omnichannel strategy. Earlier this year, Ahold Delhaize shut down Peapod's operation in the Midwest — a move that turned out to be ill-timed less than a month before the coronavirus outbreak took hold in the U.S.

A better loyalty program will help Stop & Shop keep up with shopper expectations as many other grocers roll out similar updates. Earlier this year, Publix launched its first-ever loyalty program called Club Publix, which is integrated with its website and app. Washington, D.C.-based Giant also introduced an improved rewards program this year called Flexible Rewards, with extra points available when customers purchase items recommended to them in the grocer’s app.