Kroger is introducing online delivery as convenience becomes an increasingly crucial element in customer loyalty in a hyper-competitive atmosphere.
Kroger Ship will launch in Cincinnati, its home town, as well as Houston, Louisville, and Nashville. It will expand to other markets over the next few months. Kroger is the biggest grocery chain in the country by revenue, running 2,800 stores.
Delivery is free for any order with a tab exceeding $35. Smaller deliveries are $4.99 per order.
Kroger Co. is toying with other technologies in hopes of gaining an edge. It revealed in June that it was testing grocery deliveries with driverless cars.
Amazon.com is a huge threat to grocers because it’s so convenient, but Kroger and other retailers are catching up.