Kroger features private brands in new direct-to-customer e-commerce platform

In an effort to bring more convenience to its customers, Cincinnati-based The Kroger Co. has launched Kroger Ship, its new direct-to-customer e-commerce platform. And the nation’s second-largest grocer is putting its private brands front and center for the new service.

"Kroger Ship is our next step in creating a seamless experience that allows our customers to shop when and how they want," said Yael Cosset, Kroger's chief digital officer, in a press release. "Kroger Ship complements and joins our 2,800 grocery stores, 1,250 curbside pickup locations, and delivery service from 1,200 locations."

Kroger Ship is launching in four markets: Cincinnati, Houston,Louisville and Nashville. The retailer said it anticipates quickly rolling out the service to additional markets over the next few months. During the first phase of Kroger Ship, customers can shop from a selection of 4,500 Our Brands products, Kroger’s private brands, which are not available anywhere else online, and more than 50,000 center-aisle groceries and household essentials. 

Kroger said the service offers competitive e-commerce pricing and fast, and free doorstep delivery by a package carrier on orders of 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, according to Kroger. During the launch phase, customers will receive free shipping — no minimum purchase required — and 15 percent off their orders with a one-time-use promo code.

"Kroger's e-commerce platform expands our offering beyond the physical store to include even more products,” Cosset said. “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.”

"Kroger is building on [its] expansive logistics and fulfillment infrastructure to support the rapid rollout of Ship," said Frank Bruni, vice president of supply chain and procurement. "With the support of Our Brands and Kroger's manufacturers and suppliers, our vision is to build a seamless e-commerce system that offers our customers an ever-growing number of products and allows Kroger to ship nationwide, serving America through food inspiration and uplift."