Kroger piloting click-and-collect service

Kroger's (NYSE:KR) Liberty Township Marketplace in Ohio is piloting a click-and-collect service in which customers submit orders online and pick up groceries at a drive-thru window.

Kroger's test is using the same technology currently deployed by Harris Teeter, the chain the company acquired for $2.5 billion last year, reported Progressive Grocer.

"A 'shop online, pick up in the store' model is an exciting opportunity for Kroger and our customers," Rachael Betzler, public relations manager for Kroger's Cincinnati/Dayton division, told Progressive Grocer. "Harris Teeter has successfully scaled this model in their stores and we are learning a lot from them about it. Our approach with new technologies and systems is to test small and work out the kinks before scaling more widely."

Details of the service were not available. However, Harris Teeter customers pay $4.95 per order, $16.95 for 30 days, or $99.95 per year to have their orders ready for pick up within four hours.

The click-and-collect program is the latest move by Kroger to advance its digital platform. The company recently purchased e-commerce company Vitacost.com for $280 million to advance its online and healthy-living market.

The company is on an upward trend. It recently reported the 43rd consecutive quarter of same-store supermarket sales growth.

For more:
-See this Progressive Grocer article

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