Kroger Dropping ‘ClickList’ Name for Grocery Pickup

In an effort to help shoppers better distinguish between its click-and-collect and growing home-delivery options, The Kroger Co. is dropping its “ClickList” branding for click-and-collect in favor of the more descriptive Grocery Pickup.

Kroger had used ClickList to describe its service for grocery pickup since launching it at a Liberty Township, Ohio, store in late 2014. However, Kroger, its banner websites and mobile applications have replaced references to ClickList with Grocery Pickup. (The change does not apply to Harris Teeter, which is retaining the Express Lane branding that predated ClickList and Kroger’s acquisition of the Matthews, N.C.-based chain.)

“Moving forward, we are being more descriptive of the service to help our customers better understand our offerings: You will now see Pickup, Delivery and Ship as the methods to receive your grocery orders,” according to a description published on various websites, including Kroger, QFC, Dillons and King Soopers.

The change comes as Kroger widens its digital shopping options behind expansion of its partnership with Instacart for home delivery and the introduction of a dry-grocery replenishment service called Kroger Ship. Kroger is also in the early stages of developing a home-shopping option in partnership with Ocado. Those options, where available, are now accessible via a menu at the top of the webpage.

The use of generic descriptors in combination with banners can also advance a goal of “seamless” shopping, and demonstrates how the chain has continued to refine the offering to make it easier for shoppers.

It was not immediately clear whether Kroger would retire use of ClickList as an internal descriptor of its overall digital shopping efforts, and associated job titles and descriptions.