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.

“The pandemic encouraged millions of households to engage with new kinds of shopping modalities,” said Michael Schuh, director of product strategy and innovation for Kroger Precision Marketing (KPM), a data analytics and marketing company that provides customer insights and strategy for Kroger, and over 300 consumer-packaged-goods companies.

“It accelerated...

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