Kroger, which climbed from the No. 3 spot on the PoweRanking Composite in 2014 to the No. 2 position for the first time, in 2015, has switched places with Target.
"What Kroger has done really well is they’ve used patience with their omnichannel strategy," noted Dan Raynak, EVP for strategy and development for Kantar. "So rather than rushing into it, they’ve taken time to really think through it and be thoughtful of their strategy and they’re getting credit for very clearly communicating what it is that they’re going to do and how they’re going to win, now and into the future. [Then there] is their investment with data. I think the manufacturers are giving them credit and saying here is a retailer using fact based analysis to really understand where they want to go and create strategy around that."
Manufacturers are also appreciative of Kroger's "Customer 1st" strategy, with one noting "Kroger's 'Customer 1st' strategy has been consistent for years, is inculcated throughout the organization, and is delivering results."