Kroger Introduces Seamless Digital Shopping Experience

Kroger opened its 1,000th ClickList store and launched its latest seamless and integrated digital shopping experience.

The seamless digital experience focuses on providing Kroger customers with quicker and easier access to relevant products and recipes, digital coupons, weekly ads and shopping lists joined by an easy-to-use, fully integrated ClickList experience.

In a November earnings call, Kroger CEO Rodney McMullen outlines the retailer's initiative in digital shopping, saying Kroger is creating a seamless environment where customers can choose how they engage with the store and online.

"Our efforts are all about making things easier for our customers and providing personalized, affordable and exclusive options that fit their needs. Seamless will play a major role in redefining the grocery customer experience," he said. 

McMullen added that Kroger's third quarter digital revenue growth was 109% driven by ClickList. 

"Kroger's transition to seamless is working," he said. "Today, households that engage in our seamless offerings, engaging digitally and with our physical stores spend more per week than households that do not. The future looks even more promising. We'll continue to add even more services, expand our available product selection and more effectively use our insights to create a personalized experience that every customer will love."

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Kroger introduced its first ClickList store in November 2014 in Liberty Township, Ohio. Over the last three years, Kroger has accelerated customer adoption across the country from coast to coast. The retailer has now opened its 1,000th location at its Milford, Ohio store near its headquarters in Cincinnati. 

The retailer plans to make the seamless service available to more markets in 2018, ultimately offering the shopping experience to every one of the 60 million families who shop at Kroger stores annually. 

"As part of our Restock Kroger plan, we continually invest in redefining our customers' grocery shopping experiences by bringing online and offline seamlessly together through digital innovation," Yael Cosset, Kroger's chief digital officer, said in a statement. "Our customers tell us they want multiple ways to shop. We are committed to leveraging a combination of insights from 84.51˚, advanced technology and our digital platform to give our customers the ability to shop when and how they want to make their lives easier."