Kroger, the retailer, is putting availability, accessibility and relevance at the heart of its efforts to be convenient for shoppers, who are becoming more “mission-based” in their habits.
Maggie Glacken, group manager/digital site experience for KPM at 84.51°, a data analytics and marketing company that provides customer insights and strategy for Kroger, and over 300 consumer-packaged-goods companies, addressed this topic at a recent conference.
And, she reported, analysis from research-firm Kantar found that “66% of online consumers choose a retailer based on convenience, while only 47% chose a retailer based on price”.
While “convenience matters”, Kroger sought to define more precisely the edge it offers. And it identified three different points of attraction. (For more, read WARC’s in-depth report: Convenience, inspiration, accountability: Kroger’s three steps for success.)
The first is availability. Kroger is already in 35 states (and the District of Columbia) and, Glacken said, it can add to its current roster “so even more consumers can shop with Kroger”.
Accessibility is another critical factor, as Kroger wants to be present everywhere it is needed, such as on a voice-enabled device as a busy parent prepares a shopping list in their kitchen.
That also applies, Glacken added, “if a customer is on a Zoom meeting and you want to place your pickup order, or even if you’re out and about [and] you have access to Kroger through our mobile app”.
Being relevant is a further objective for the brand. “We want to make sure we’re offering the right assortment and meeting our customer need states,” Glacken said.
“But we also want to make sure we’re serving up an experience that’s relevant to them based on their behaviour and how they shop with us.”
Together, those appeals helped ground Kroger’s strategy for “leveraging convenience to really accelerate the grocery e-commerce space”.
Sourced from WARC
