LAS VEGAS, NV - Retail strategy can be a nebulous concept, but grocers like Kroger are pulling back the curtain and dialing into what works in this ever-shifting world. At Groceryshop 2022, Chief Information Officer and Senior Vice President Yael Cosset outlined the retailer’s approach to strategy and its “seamless ecosystem.”
"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," Cosset shared. “Whether our customer shops for a last-minute dinner, their weekly shop, freshest ingredients at the right price, we provide [a] relevant and personalized experience."
Hard to believe, but shoppers are shifting away from the habits they picked up during the pandemic, Cosset commented. One of the key shifts is shoppers heading back to the stores for an in-store experience while also utilizing delivery and pick-up options.
Cosset noted that grocers need to make the transition from each option as seamless as possible, a press release remarked. With convenience of choice alongside quality, Cosset stated that Kroger offers a great value to the consumer.
With this in mind, Cosset explained the importance of building a sustainable model to the customer. This is where the seamless ecosystem comes in, as Kroger continues to optimize stores and fulfillment facilities.
On the other hand, the digital ecosystem is critical to customer satisfaction as well, with proximity to stores and immediate delivery being top of mind. Cosset also sees the continuation of the food-at-home trend during this inflationary period.
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