Once upon a time, buying groceries online was a figment of the imagination. For Kroger, that’s what it remained until the grocer decided to embrace the new wave of e-commerce. Once in denial of the threat of digital grocery, the brand went from zero to a hundred, real quick.

In the context of Amazon’s buzzworthy Whole Foods buy, Kroger is twelve times the size of the latter, as mentioned by L2 co-founder Maureen Mullen in this year’s Digital Leadership Academy. Additionally, though late to the e-commerce game, the grocer has quickly risen up the ranks of digital greatness, scoring fifth in this year’s Digital IQ Index: Grocery.

As Kroger’s awareness of the rise of e-commerce and Amazon grew, so did its tech tactics. The grocer responded to consumer expectations with an array of digital features, including fully stocked user accounts and a unique loyalty program. Kroger also announced Restock Kroger—a plan to more effectively use data from the in-house team to create personalized customer experiences online and improve the in-store shopping experience, in addition to already customized loyalty emails. The store now boasts an average loyalty rewards emails open rate 53% above the supermarket brand average, according to Gartner L2’s Digital IQ Index: Grocery.

On Facebook, Kroger earns high engagement with posts about DIY projects and feel-good stories. Finally, the grocer leaves no stone unturned by topping off its digital offering with a mobile app that allows shoppers to scan items for easy grocery list building and even indicates the aisle locations of products to enhance the in-store shopping experience as well. Most recently, the brand paired up with British online grocer Ocado, further upping the ante in the battle with Amazon.

In a time when convenience is being drastically redefined, turning change into opportunity is a must. By stocking up on digital assets, Kroger was able to cater to the new consumer and elevate its presence in an online world.

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