Kroger expands click-and-collect

Kroger (NYSE:KR) is set to offer a click-and-collection option at 10 Michigan stores by the end of 2016. ClickList, the brand's e-grocery service with curbside pickup, launched at one store in December and expanded to a second store this week.

"Early feedback has been absolutely extraordinary," Ken McClure, Michigan consumer communications manager, for Kroger told MLive. Customers are pleased with the time-saving ability of ClickList.

Kroger first began testing online ordering in select stores in November 2014.

The chain also announced it will begin offering ClickList in the Richmond, Virginia, market area as early as March, reported Richmond Metro.

Other grocery competitors offering curbside pickup include Meijer, which plans to rollout the option to all 222 of its stores. Walmart began testing e-grocery options in 2015, adding it to 10 markets. For the big-box retailer, test sites reveal shoppers who use a combination of curbside pickup and in-store shopping spend more annually.

Click-and-collect is a way for supermarkets to increase customer loyalty by offering an omnichannel experience. Stores are going through changes to set up an area for online orders near the entrance. Staff members shop for the items and sort them to be assembled quickly for pickup. ClickList has a dedicated staff in both its Northville and Roseville stores in Michigan.

The first three ClickList orders are free for Kroger Plus loyal customers. After that, each order costs $4.95. The hours of service run from 7 a.m. to 8 p.m. daily, and orders placed before midnight are available for pick-up the next day at a specific time chosen by the customer. Customers pay when they pick up their items curbside.

Click-and-collect is a growing trend in all retail industries. The convenient option proved popular with shoppers over the 2015 holiday season as nearly one-third opted for the service and a whopping 69 percent made additional purchases at the time of collection.

For more:
-See this MLive article
-See WTVR's coverage

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