Kroger invests in cross-channel customer experiences
The grocer is planning on piloting drive-thru pickup lanes and tools to help associates more efficiently prepare items for pickup.
Kroger sees digital sales as an important growth accelerator for the overall business, and the company is making investments that will increase the number of omnichannel customers.
Kroger is investing in cross-channel experiences to drive sales in the coming year, CEO Rodney McMullen said during a Q4 2023 earnings call. He noted customers who shop both in-store and online spend three to four times more than in-store only shoppers.
One of the key initiatives is ensuring digital customers can receive their orders however they want, whether through same-day pickup or next-day delivery, according to McMullen.
The grocer is piloting a slew of initiatives to improve pickup. Plans include testing customer pickup lockers and drive-thru lanes to make digital pickups easier, thus to keep up with customer demands according to interim CFO Todd Foley. Speed and convenience were two benefits of omnichannel shopping highlighted in a report released last month by 84.51°, Kroger’s data and analytics unit.
Kroger will also introduce AI-enabled store routing technology to help associates fulfill pickup orders more efficiently.
Kroger’s automated fulfillment centers, called sheds, are also playing a role in seamless digital options. Net promoter scores for deliveries made through these fulfillment centers reached their highest-ever level in Q4 2023, according to McMullen.
Grocery Dive
Related news
Walmart continues to bolster pharmacy, opens largest yet prescription processing facility
The retailer has also seen 10% volume growth via its…
Read more >Walmart cuts 1,500 corporate jobs
Calling it a restructuring effort, Walmart plans to eliminate 1,500…
Read more >Kraft Heinz To Invest $3bln In Upgrading US Manufacturing
Kraft Heinz is spending $3 billion to upgrade its US…
Read more >Related news
A new era in the global economy? – New challenges for our country
May 2025 brought an acceleration of change in the global…
Read more >This is how you can keep your hair and skin healthy during the approaching summer heatwave
Styling, dyeing and blow-drying can all weaken the internal structure…
Read more >New cycle, stable operation, unchanged direction – ÖRT management has received trust
The General Assembly of the Hungarian Self-Regulatory Advertising Board (ÖRT)…
Read more >