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Ahold Delhaize-owned Giant Food, which serves the Washington, DC, market, yesterday announced "a new integrated eCommerce shopping experience for customers available on the new Giantfood.com website and Giant Food mobile app. The integrated platform joins together the prior Peapod.com and Giantfood.com sites to create a single site on Giantfood.com."

The announcement goes on:

"Customers who had previously opted for pickup or home delivery through Peapod by Giant at Peapod.com will now access the same great eCommerce service through the integrated Giant website or free mobile app. For prior Peapod users, there will be no interruption of service as all Peapod account information, orders and history will transition for users seamlessly to the new Giantfood.com site.

"At a time when demand for online grocery is at an all-time high, Giant is making it easier than ever for customers to safely and efficiently browse aisles, fill virtual grocery carts, plan ahead for an in-store trip and schedule a contactless Giant Pickup or Giant Delivers order, so they can get back to the moments that matter most."

KC's View:

As much as I'm going to miss the Peapod brand - after all, it was a pioneer in this space - this probably makes a lot of sense.   If you're going to make e-grocery a real and easy option, you have to make it as frictionless as possible.