Kroger investing in digital

Kroger (NYSE:KR) is preparing for the future of grocery shopping by focusing on its digital platforms. As Matt Thompson, director of digital and e-commerce for the grocery chain, explained at this week's D-Squared Cincinnati digital marketing conference, digital helps shoppers to save time and money.

With 60 percent of Americans considering grocery shopping their least favorite chore, and 20 percent of shoppers doing online research before hitting a physical store, Thompson said Kroger is helping customers ease those burdens, reported

Some day soon, customers may skip shopping in stores altogether, said Thompson. He envisions a future where customers order groceries online for delivery or that are then ready for drive-thru pickup.

Kroger is focused on building out its online efforts to help customers save money with digital coupons and services that facilitate time-efficient shopping.

Kroger has been testing these theories since making two recent acquisitions: Harris Teeter and First, as part of the $2.5 billion purchase of Harris Teeter, Kroger now owns 154 Southeast stores that offer click-and-collect services. The Kroger brand recently rolled out a test of the same click-and-collect service used by Harris Teeter at its Liberty Township Marketplace in Ohio.

Second, the $280 million purchase of has given the retailer a chance to get into the e-commerce space.

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