Hi Hollie,
My simple understanding of the terminology is that a "transfer" is simply taking you from one location to the other. In our case that will be taking us from the airport to our resort (their email confirmation reflects that they have alotted one hour for this). The "hourly rate" typically requires a multiple hour block of service. My vision of this is something like prom night usage, a wedding or a bachelor(ette) party where there will be more than one stop.
I was told that the driver will meet us at the baggage claim area with a sign bearing our name . He will assist us with luggage, I wouldn't expect him to handle everything himself anyway. I didn't ask about a grocery stop when I booked as we will be renting a minivan for the week and will make the obligatory grocery run later that first night after the parks close! You may just want to call them directly with that question and any others you might have. I have spoken with both Stuart and Stephanie from there and they both were very friendly and professional (Stuart is the jokster!). I felt that the rates were comprable to the other limo providers without all the fine print and hoops to jump through. What I liked best about Skyy though is that they don't pre-charge a deposit on your credit card and they don't include the gratuity in the price (leaving me to tip what I think their service was worth).
I hope this helps you!
Becka
****We will be at WDW from 9/8 to 9/16. I will try to remember to post a mini-review on this thread once we return.