Key Data Technology And Mergers Put Kroger Ahead Of Competition in Online Sales

Thanks in part to its 2014 mergers with Harris Teeter and Vitacost.com, supermarket chain Kroger gained valuable insights into click-and-pick-up and home delivery technologies, and is best positioned to succeed in online grocery sales. Morgan Stanley research found that Kroger is likely to beat out Walmart, Target, and Whole Foods. A key factor is the company’s ability to gather and analyze customer data through its 84.51 division. The merger with Harris Teeter, however, gave Kroger access to technology that allows customers to order online and pick up their purchases at stores. The merger with Vitacost provided the technology and insights into home delivery that accelerated Kroger’s ecommerce growth by two to three years.