CX Dive: Kroger invests in cross-channel customer experiences

Dive insight

Kroger sees digital sales as an important growth accelerator for the overall business, and the company is making investments that will increase the number of omnichannel customers.

One of the key initiatives is ensuring digital customers can receive their orders however they want, whether through same-day pickup or next-day delivery, according to McMullen.

“Customers value the ability to shop on their own terms with zero compromises,” he said.

Lockers and drive-thru options will help Kroger keep up with customer demands. Speed and convenience were two benefits of omnichannel shopping highlighted in a report released last month by 84.51°, Kroger’s data and analytics unit.

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