Kroger testing grocery delivery in Colorado
The King Soopers grocery chain is trying to meet rising demand for fresh food delivery with a new digital initiative.
King Soopers, a division of the Kroger Co. has launched an e-commerce website KingSoopers.com/LiveNaturally.
Open to King Soopers customers who live in and around the Denver metro area, and offering more than 36,000 natural and organic products, KingSoopers.com/LiveNaturally provides the convenience of online shopping for a variety of healthy living products – while virtually extending the product selection and creating an endless aisle experience for King Soopers customers.Every product is free from more than 101 artificial ingredients and preservatives that many customers prefer be left out of products.
"Increasingly, our customers are looking for more simple, convenient and relevant ways to shop, whether it's in-store, on our website or on their mobile devices," said Russ Dispense, King Soopers president. "It has never been easier for King Soopers customers to shop online for thousands of natural and organic products."
Kroger says the website is its next step in its effort to make seamless, omnichannel shopping a reality for its customers.
"King Soopers has a long heritage of leading in the natural and organics space, so we are excited to launch our pilot in Denver. KingSoopers.com/LiveNaturally extends the in-store shopping experience to create a true 'endless aisle' experience with ship-to-home service for thousands more healthy foods, vitamins, minerals and supplements than are available in our stores today," said Kevin Dougherty, Kroger's group vice president of digital and Vitacost.
The new website utilizes the technology platform and ship-to-home fulfillment network of Vitacost.com, one of the largest pure eCommerce companies in the nutrition and healthy living market. Kroger completed its merger with Vitacost.com in August 2014.
Kroger, one of the world's largest retailers, employs nearly 400,000 associates who serve customers in 2,626 supermarkets and multi-department stores in 34 states and the District of Columbia under two dozen local banner names including Kroger, City Market, Dillons, Food 4 Less, Fred Meyer, Fry's, Harris Teeter, Jay C, King Soopers, QFC, Ralphs and Smith's. The company also operates 780 convenience stores, 327 fine jewelry stores, 1,342 supermarket fuel centers and 37 food processing plants in the U.S.