Kroger CIO and SVP Yael Cosset shared the company’s strategy as it relates to changes in shopping trends during the recent 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 in a statement. "Whether our customer shops for a last-minute dinner, their weekly shop, freshest ingredients at the right price, we provide relevant and personalized experience."
Customers have shown to be comfortable navigating and managing an omnichannel strategy, using in-store, delivery, and pickup alike, according to Cosset. As such, the grocer seeks to make the transition between the three as “seamless as possible” for the customer, to keep convenience top of mind.
The seamless experience, according to Cosset, is critical to satisfaction for the post-pandemic customers who frequent Kroger. This can be achieved by leveraging the digital ecosystem, combining the location proximity for delivery and dedicated hub-and-spoke facilities to provide the delivery option as a simple and quick alternative.
Cosset noted that the food-at-home trend is here to stay for now, as customers desire to share cooking skills learned during the pandemic to keep costs down during the inflationary period.
Related: Kroger to Implement eCart for Order Fulfillment; Shoppers Opt for Grocery Pickup Due to Lower Fees, Wait Time
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