As official sponsors of the NCAA’s March Madness basketball tournament, Coca-Cola, Mondelez and Hershey partnered for a shopper marketing program that made Kroger a one-stop shop for home parties around the tournament.
In a world where they have to compete with massive global juggernauts like Amazon on price and selection, private label is where grocers will stand out from other players and give shoppers a compelling reason to visit their stores.
Executing a complete retail reinvention that reversed five years of year-over-year sales dips, Metro Market, a division of Kroger, overhauled the big box design of one of its stores into a specialized, artisan shopping experience.
Kroger ditched the instant-win game component of its annual "March to Savings" campaign this year, instead using digital coupons and a bulk-purchase incentive to capitalize on the March Madness season.
Kroger’s “Scan, Bag, Go” program – which began as a handheld scanner that shoppers use while shopping and then check out at a special self-checkout machine – is headed to 400 more stores under various Kroger banners across the country, and it will now incorporate the mobile phone.