Shopper Marketing - June 2017 - 31
Kroger can also deliver personalized offers via
ClickList, such as this digital coupon for purchases of Annie's crackers or fruit snacks and Simple
Truth (Kroger's private label) applesauce.
marketing messages to let shoppers
know it's a viable channel to purchase
Conagra Brands at Kroger."
Attracting Tech-Savvy Shoppers
Kroger has been aggressively promoting ClickList through local market advertising, e-mail
blasts and in-store communications.
As Kroger builds on its e-commerce strategy, recent data from Catapult's Shopper
Lab suggests that Kroger.com is attracting shoppers who are not only comfortable with digital technology, but are also
frequently engaged in e-commerce. According to the survey, Kroger's brick-andmortar shoppers are similar in demographic composition and demonstrate
many of the same cross-shopping behaviors as the respondents overall. However,
Kroger.com shoppers have participated
in a range of e-commerce behaviors at a
much higher rate over the past 12 months
JUNE 2017 SHOPPER MARKETING y