Kroger had a very impressive 2015 as registered its 49th consecutive quarter of positive identical supermarket sales growth without fuel and 11th straight year of market share growth. Add in a successful acquisition, effective use of technology, and a superb customer experience, brand loyalty reigns supreme at Kroger.
“By keeping our focus on serving one customer at a time, we continue to deliver for our customers and for our shareholders with remarkable consistency,” Kroger CEO Rodney McMullen said during the company’s fiscal fourth-quarter conference call on March 3, according to Seeking Alpha. “I also want to welcome the Roundy’s associates in Wisconsin and Chicago to the Kroger family. Our merger closed in December and integration is well underway. As we’ve gotten to know the people at Roundy’s, it is clear they share our values and desire to make a difference for our customers.”
Kroger has successfully expanded the technologies that Harris Teeter and Vitacost.com brought to the company, which provide an even better shopping experience for customers.
“We developed ClickList, our shop online-pick-up-at-store service, based on what we learned from Harris Teeter’s express lane,” McMullen said. “I am pleased to share that we’ve expanded ClickList from one market to seven markets. We continue to improve the offering and our customers and associates both are providing very positive feedback. We are testing Vitacost.com’s technology and ship-to-home infrastructure in Denver through a pilot in our King Sooper’s division. We are also testing a similar endless aisle experience in our new store format that we launched earlier this month in Gig Harbor, Washington.”
What’s more, McMullen noted the company excitement around the new community-focused grocery store concept called Main & Vine.
“Main & Vine mixes local, specialty, and every day products, all at affording prices,” he explained. “It re-imagines the modern grocery shopping experience, placing in the middle of the store fresh produce and bulk items along with an event center where shoppers can enjoy cooking demonstrations, food and beverage tastings and find a new recipe idea for dinner tonight. Customer feedback has been very positive.”
A lot is happening in almost every area at Kroger.
“We are creating a seamless experience for our customers, whether experimenting with new formats, driving digital engagement, or launching new Corporate Brand products,” McMullen said. “We believe that combining Kroger’s culture of innovation with our culture of opportunity will continue to support our growth. Customers have more disposable income as a result of significantly lower fuel prices, yet economic uncertainty remains, which typically causes people to cut back on discretionary spending. That said, an interesting insight is that our customers continue to spend with us.”