January 31, 2012, 10:20 AM

Grocery chain Piggly Wiggly expands its online shopping options

The Pig lets consumers pick up their online grocery orders at 26 more stores.

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Piggly Wiggly Carolina Co. Inc. has expanded the availability of online shopping for consumers in South Carolina and Georgia. The grocery chain, affectionately referred to as The Pig by its customers, recently added 26 more stores that fulfill online orders, bringing its e-commerce-enabled stores to 36.

The grocer, which operates more than 100 stores in the Southeast, first entered e-commerce in 2008 when it began accepting online orders for fulfillment by 10 of its stores . Piggly Wiggly provides its online shopping option through a web site integrated with ThePig.net and hosted by MyWebGrocer Inc., which lists more than 100 retail grocery chains as clients. The vendor also hosts Piggly Wiggly Carolina’s digital circulars and online advertising platform.

Robert Masche, chief supply chain officer for Piggly Wiggly Carolina, says the grocer decided to expand the digital shopping options because they’ve proved profitable at the 10 stores. “It only makes sense for us to expand this to new markets,” he says. “We believe our online grocery channel will continue to grow as word of its quality and convenience spreads.”

Piggly Wiggly Carolina charges a $5 fee per online order, though consumers who shop frequently can opt to pay $15.95 per month for unlimited orders. Consumers of 34 of the 36 e-commerce-enabled stores pick up their orders at the store. Piggly Wiggly Carolina offers home delivery at no additional cost beyond the base fee for online orders placed for two of its South Carolina stores.

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