Convenience, inspiration, accountability: Kroger’s three steps for success

Kroger, the retailer, has drawn on various sources of customer insight as it responds to changing demands during the COVID-19 pandemic.

Kroger, the largest supermarket chain and second-largest general retailer in the US, believes that shopping behavior has changed forever due to the novel coronavirus.

As part of that process, the spread of COVID-19 has quickened a shift to e-commerce that was well underway before the health crisis kept customers quarantined at home.

According to Maggie Glacken, group manager/digital site experience for KPM at 84.51°, analysis from Kantar, the research firm, “found that 66% of online consumers choose a retailer based on convenience, while only 47% choose a retailer based on price.” KPM tends not only to the needs of consumers, but also to advertiser and agency demands for accountability.

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