Kroger has launched Kroger Ship, a direct-to-consumer (DTC) e-Commerce platform. The service will first roll out in Cincinnati, Houston, Louisville, Ky. and Nashville, Tenn., with additional markets to be added in the coming months.
Kroger Ship will initially offer a curated selection of 4,500 Our Brandsprivate label items, as well as 50,000 center-aisle grocery and household products. Kroger Ship also will feature exclusive promotions and pricing deals, as well as a subscription model.
"Kroger is building on our expansive logistics and fulfillment infrastructure to support the rapid rollout of Ship," said Frank Bruni, VP of Supply Chain and Procurement at Kroger in a statement. "With the support of Our Brands, and Kroger's manufacturers and suppliers, our vision is to build a seamless e-Commerce system that offers our customers an ever-growing number of products and allows Kroger to ship nationwide, serving America through food inspiration and uplift."
The launch of a DTC service is the latest move by Kroger to enhance its delivery options. In May the retailer acquired meal kit retailer Home Chef, which is capable of reaching 98% of all continental U.S. households within a two-day delivery window. Kroger also has partnered with Nuro, an unmanned road vehicle startup, to test alternate delivery options in the fall.
Kroger Ship will help the supermarket giant to compete with Albertsons Cos., which partnered with Instacart to launch a virtual grocery store called O Organics Market in July. The service offers nearly 3,800 organic, natural and other better-for-you foods, beverages and grocery items.
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