The plan calls for Our Brands to play a pivotal role in the strategy. In October, Kroger announced Restock Kroger, a plan to “redefine the food and grocery customer experience.” Restock Kroger will be fueled by capital investments, cost savings and free cash flow. From 2011 to 2017, Kroger’s Our Brands grew from $15 billion to $20.5 billion in annual sales. In Kroger’s 2017 third quarter, Our Brands made up 28.2 percent of unit sales and 25.6 percent of sales dollars, figures that exceed the national average. “If that’s our driving principle, people will embrace what we do.” “From a consumer standpoint, we want to improve people’s lives,” Phipps says. Phipps and his team are determined to bring not just the best store brands possible to the Kroger customer base, but store brands that customers can’t find anywhere else. The enthusiasm that Phipps brings to his job is contagious and has caught on with other members of the Our Brands team. But the pressure is a motivator Phipps feeds on it like he would a bowl of Kroger-made Private Selection Pecan Pie Ice Cream. There’s pressure, but it comes with the territory of leading one of the nation’s largest grocery programs in private brands. “It’s the most fun thing you could do,” Phipps says of his role, which he has held for nearly six years. The inventive and enterprising Phipps gets down to business on concepts and strategies for Kroger’s Our Brands, the grocer’s impressive store brands program. ’ s vice president of Our Brands, enjoys his job too much for that kind of contrary thinking.įor Phipps the fun begins every morning around 8 o’clock when he shows up for work at the supermarket chain’s skyscraper headquarters in downtown Cincinnati. Until this update rolls out, we’ll rely on our expertly organized grocery list.You’ll never catch Gil Phipps muttering to himself during the workday that it’s 5 o’clock somewhere. Not located near a Kroger? Kroger is marketing and selling the technology, developed with Microsoft Azure, to other grocery stores globally, so you may find it in a store near you. Psst…You can find out which peanut butter we liked best here. Kroger Edge will even have the ability to communicate between a shopping list stored on your device and the shelf lighting up underneath the product you need while you browse the aisles, so you’ll spend less time looking for what peanut butter brand you prefer. “If you are standing in front of nutrition bars and you are gluten-free, we would highlight for you, in your color of choice, which of the gluten-free bars are good for you,” Kroger Chief Information Officer Chris Hjelm told Business Insider in an interview. Once fully integrated, this technology can help shoppers as they move throughout the store. These screens will display nutritional information, pricing, video ads and even coupons.Ĭurrently the technology is being tested in a handful of stores using one of Kroger’s handheld devices, but smartphone communication is on the horizon. Set to be installed in almost 200 stores by the end of 2018, this system will incorporate digital screens where paper pricing information currently sits. Looking to integrate technology into stores, Kroger is releasing Kroger Edge. But that’s about to change at Kroger stores. When it comes to grocery shopping, we haven’t quite gone 100% high tech yet ( though we do like these grocery list apps!).
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