Kroger goes for endless aisles with new marketplace strategy – Digital Marketing Curated

As more consumers shop for groceries online and retailers like Amazon, Target and Walmart expand their digital marketplaces, the pressure is growing on food retailers to offer an online assortment that goes beyond what’s in their stores.

For Kroger, the focus is on offering specialty foods that would also interest the high-value shoppers the grocer has so far been able to attract with private label brands like Simple Truth and HemisFares.

“This will be new products, additional flavors, new brands that currently are not available from us, that you can get through these third-party sellers,” Kalmbach said.