design:retail - September 2016 - 60

060 Retailer of the Year The Kroger Co. roger is not your grandparents' or even your parents' grocery retailer. The company is blasting fresh air into the supermarket industry with forward-thinking innovation. Boasting more than 2,700 stores in 35 states, the chain has come a long way from its start in 1883, when Barney Kroger opened his first grocery store in Cincinnati. But the company works to remain true to the founder's original motto: "Be particular. Never sell anything you would not want yourself." The stores operate under two dozen banners, including Kroger, Fred Meyer, QFC and King Soopers, and have annual sales of more than $109.8 billion, making Kroger one of today's largest retailers. Kroger's leadership understands the necessity of making an emotional connection with their customers and is willing to invest in their own facilities. "Kroger is focused on a very sincere and genuine journey on behalf of our customers," says Kenneth Pray, Kroger's director of store design. "We want to understand what their needs are and what they come to us for." This journey has directed the chain to efforts that strengthen local communities, are kind to the planet, provide uncompromised value and extend their realm of influence. Providing less costly options to their shoppers, the company is keen on making sure the message gets across that their brands are not a compromise, but are on par or even better than their competitors. A great example of Kroger's experience-driven direction is Seattle's Main & Vine format, a new brand extension for the company that redefining the genre. Main & Vine puts produce front and center, has eliminated many of the traditional SEPTEMBER 2016 DESIGNRETAILONLINE.COM grocery store aisles and uses skylights for natural illumination, partnered with energy-saving LED lighting. Grocery is not the only category offer Kroger is currently exploring. With its latest Kroger Marketplace stores, the company is expanding its offer to home fashion and décor, bed and bath, kitchen and small appliances, home office and even toys. Kindness to the environment drives the grocery giant as well. The Kroger Co.'s website publicly outlines their lofty sustainability goals, including a commitment to providing 100 percent wild caught sustainable seafood and ensuring 50 percent of new stores and remodels are zero waste. "Kroger tries to recycle what is taken off the floor and select materials that can be recycled in the future," explains Heidi Heick Demers, manager, interior design for The Kroger Co. On the local level, The Kroger Co. dedicates a tremendous amount of effort to food donations in their local communities through their Perishable Donation Partnership. They also try to use local imagery and original artwork in many locations to tell a local story. Kroger continues to look for ways to extend their realm of influence. With the acquisition of Roundy's, Kroger is learning how to retail successfully in urban areas. And keep your eyes open-Pray hints that there will be continued acquisitions that help The Kroger Co. extend their influence into the online ordering process and through continued engagement digitally. (The company currently offers ClickList at select locations, which allows shoppers to order online and pick up their groceries at the store at a convenient time.) We will be watching to see how the retail chain continues to explore how to best meet their shoppers' needs. - Robin Enright GLOBALSHOP.ORG Photos by LISA ELLEDGE http://www.DESIGNRETAILONLINE.COM http://www.GLOBALSHOP.ORG

Table of Contents for the Digital Edition of design:retail - September 2016