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Kroger Ship expands to Atlanta

New direct-to-customer e-commerce platform continues rollout

Kroger Ship, The Kroger Co.’s new direct-to-customer e-commerce platform, is continuing its aggressive rollout as it launches in the supermarket chain’s Atlanta division.

Kroger introduced Ship earlier this month in Cincinnati, Houston, Louisville, Ky., and Nashville, Tenn.

“Kroger continues to place the customer at the center of everything we do,” said Felix Turner, corporate affairs manager for Kroger’s Atlanta Division. “We are accelerating our digital and e-commerce offerings to provide our customers what they want and when they want it. Kroger Ship is one more way we are redefining the customer experience by providing our customers with a seamless shopping experience. With the addition of Kroger Ship, our customers can shop with us at our stores, pick up groceries curbside, and now receive delivery throughout the Atlanta Division.”

Customers can shop from a curated selection of 4,500 Our Brands products, which are not available anywhere else online, and more than 50,000 center store groceries and household essentials, influenced by data and insights from Kroger’s 84.51° digital intelligence arm. New and innovative food and products will continue to be added to the e-commerce platform, the company said.

The service offers competitive e-commerce pricing and fast and free doorstep delivery by a package carrier on orders over $35; otherwise shipping is $4.99 per order.

Ship customers will experience exclusive money-saving opportunities, including promo codes and pricing deals along with the convenience of a set-and-save subscription model. Customers will also receive free shipping, no minimum purchase required, and 15-percent off their first order with a one-time-use promo code.

“Kroger Ship brings together the best of our digital, technology, logistics, 84.51°, merchandising and Our Brands teams to deliver our customers convenient and curated food inspiration,” Turner said. “Kroger’s e-commerce platform expands our offering beyond the physical store to include even more products. Along with staples and customer favorites, Kroger Ship will carry bulk and additional sizes, and focus on Our Brands, local and international food and flavors, specialty items, and health and wellness products — making it easier than ever before to be your family’s hero at mealtime, or anytime.”

The launch of Kroger Ship is the company’s latest move to counter competitive heat from Amazon and Walmart as well as online grocery delivery providers like Instacart and Shipt.

In May, Kroger announced an exclusive U.S. partnership with U.K.-based online supermarket Ocado. The companies plan to build three automated e-commerce warehouses this year and identify up to 20 possible sites for the facilities over the first three years of their agreement. Kroger also raised its ownership stake in Ocado to 6%.

And in March, Kroger announced an expanded partnership with Instacart to bring the grocery delivery service to more markets. At the time, Instacart delivery was available from 872 Kroger Co. stores nationwide, and Kroger offered home delivery through Instacart and other providers in 45 market areas. Kroger also plans to add another 500 locations to its ClickList curbside pickup service, now available at more than 1,000 stores.

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