Kroger goes for endless aisles with new marketplace strategy

Dive Brief:

• Kroger is expanding its ship-to-home service through a marketplace strategy that will initially source more than 50,000 products from third-party sellers, according to a company release. The move will double Kroger Ship’s current online assortment, with plans to eventually expand it further.

• The expansion will focus on specialty items, including natural, organic and international products that are new to Kroger, Jody Kalmbach, Kroger’s group vice president of product experience, said in an interview. The launch will also include housewares, toys and other general merchandise timed to the fall and winter seasons. Eligible orders will qualify for loyalty rewards like fuel points. According to its website, standard shipping currently is free for orders over $35.

• Kroger is working with Mirakl, a software company that has built marketplaces for retailers like Best Buy and Carrefour. CEO and co-founder Adrien Nussenbaum said more grocers are set to roll out marketplaces in the coming months.

First reported by Jeff Wells @ https://www.grocerydive.com/

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