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Digiday reports on how Kroger “is on a mission to reformat its stores to push pickup and delivery shopping options, which will then drive more online business, which will then bring in more online advertising revenue, which it can then use to invest more in the online-offline capabilities. And it’s not doing this in a vacuum: Kroger has to figure out its own flywheel model before Amazon devours the market.”

“It’s a lot of complexities that we face, and in response, we’re putting together a new ecosystem that makes it effortless for customers to get what they want when they want it,” said Matt Thompson, Kroger’s vp of digital. “All the pieces and components have to come together because the customer is demanding it. We’ve moved aggressively because the future is now. It has to be simple and seamless no matter what we’re talking about: in store, pickup, delivery.”

You can read the entire story here.
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