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"The grocery industry was going through a major transformation as a consequence of three major trends - the increasing use of ecommerce and online shopping, the intense rivalry from the hard discounters such as Aldi and Lidl who threatened the already modest margins of the national chains such as Safeway, Kroger, and Wal*Mart, and changing customer demands that emphasized convenience, ubiquity, and variety. It was against that backdrop that Rodney McMullen, CEO of Kroger, initiated the Restock Kroger campaign, a strategic initiative that aimed to digitally transform the entire grocery business. Slated to cost $9b, the initiative was launched in 2017 with four fundamental aims - \"redefine the grocery customer experience, expand partnerships to create customer value, develop talent and, living our purpose\" . The campaign to transform the company was announced just a few months after Amazon had entered the grocery business with its game-changing acquisition of Whole Foods.   The case study follows the execution of the Restock Kroger initiative as it unfolded and highlights the crucial decisions that the company made in its digital transformation journey. In doing so, it offers a snapshot of the partnerships that Kroger has built to gain momentum in the digital realm, how it has tried to leverage modern digital technologies (e.g., AI, big data, predictive analytics) to not only improve the efficiency of its store operations but also to provide superior customer service. As the case closes, the company's business was being challenged by the COVID-19 pandemic as well as the rapid transformation strategies that were deployed by its major rivals such as Walmart and Amazon. Thus, the case offers a good platform to explore the process of digital transformation, aligning the strategy of transformation with the customer journey, and balancing the pressures to maintain some of the elements of the legacy retail model while ushering in radically new solutions online."
<https://store.hbr.org/product/the-digital-transformation-of-kroger-remaking-the-grocery-business/TB0636>