The evolution of seamless shopping—making things easier for Kroger customers and providing personalized, affordable and exclusive options that fit their needs—continues to define the grocery customer experience, Kroger Co. CIO and SVP Yael Cosset said on Wednesday in a presentation at Groceryshop 2022 in Las Vegas.
"We know our customers have different needs based on their daily lives and the question becomes: What, when and how? Our seamless ecosystem brings all of these factors together, without asking the customer to compromise on quality, value or convenience," said Cosset. "Whether our customers shop for a last-minute dinner, their weekly shop, freshest ingredients at the right price, we provide a relevant and personalized experience."
Customer behavior is shifting as shoppers navigate away from the pandemic shopping experience, Cosset said, adding that data reveals that fluctuating between delivery and pickup to in-store trips is becoming more common.
Kroger's strategies to provide a seamless shopping experience include spoke facilities that serve as last-mile, cross-dock locations enabling an extension of regional fulfillment centers, and Boost by Kroger, which the grocer said contributes to its rapidly expanding seamless ecosystem, bringing value and convenience to many more families across America as Kroger roll-outs new delivery fulfillment centers.
Kroger is looking to bring value without asking customers to compromise on the experience or shareholders on the economic model, Cosset added.
With the trend of at-home eating sticking, Cosset also pointed out Kroger shoppers’ engagement with the grocery retailer’s Our Brands private label products.
The Cincinnati-based grocer reported a 10.2% increase in private-label brand sales for the second quarter which ended Aug. 13, a big reason for its strong overall performance during the period.