Kroger is capitalizing on the growing demand for omnichannel services in the U.S. with a new click-and-collect option called ClickList. For $4.95, shoppers can order groceries online and pick them up at a Kroger location. The service has been a major hit with consumers, many of whom have raved online about its convenience. “Huge timesaver for the working mom,” customer Melodie Shrontz wrote on Kroger’s Facebook page.

ClickList’s success indicates that Kroger has stepped up its omnichannel efforts since being placed in the Average category of L2’s Digital IQ Index: Big Box. While the supermarket has the strongest mobile site and app among Grocery brands, the study highlights shortcomings in its omnichannel offerings, as well as product pages and desktop checkout.

Delivery and fulfillment options

However, the online grocery market has become increasingly competitive. Walmart recently introduced click-and-collect in the U.S., drawing inspiration from E.U. supermarkets, which have been employing the service for years. With Amazon and Google promising to deliver groceries directly to consumers’ doors, Kroger’s new service will face competition.

 

L2's Daily Insights in Your Inbox.