An idea that clicks
But it's not skimping on the personal touch. A store employee greets the shopper and helps load the groceries.
"ClickList makes it easier for customers to engage with us," said Kroger payments chief Kathy Hanna. "They are extremely busy and have children and parents, jobs, etc. The digital platform helps make the grocery experience a lot easier."
Consumers pay at the point of pickup, though Hanna said Kroger is developing an online payment option, which is already active in a few stores. "We want to make that smooth as it ties to our loyalty program," Hanna said.
The process gives Kroger an e-commerce feel at a time when grocery stores are accelerating their move online. As payments and grocery shopping give way to omnichannel order memory, the pressure's on for Kroger to stay ahead of the pace of innovation.