Kroger’s Digital Struggle

I’ll start by saying that I know nothing about the grocery store industry. But what I do know is technology and UI/UX. I’ve seen improvements in Kroger’s apps and its website over the past few years but it continues to lag behind its competitors. Not its fellow grocers, of which there seem to be few, but of delivery services like Instacart and Shipt. What makes this so galling is that Kroger is squandering the opportunity in front of them and losing at their own game.

Kroger has the type of data that would make Instacart/Shipt drool. They have a workforce that puts the gig economy to shame. They could and should be leading the pack when it comes to delivery services but instead, their offerings range from barely adequate to infuriating. I’ve been meaning to write about this for some time, partly to just get all my thoughts in one place and partly so that I can move on instead of continuing to rant about it to my friends. I want better for Kroger, I want them to improve, and I want my shopping experience to be better.

Before I start I want to add a small note to the developers behind the Kroger app and website: I know you are not solely to blame for anything I’m about to complain about. I know you probably don’t set the priority list, I know you might not get time to work on things you think should be improved, and I know that you’re probably understaffed and unable to effect real change. My annoyance is directed at your managers and the people above them who do have the power to improve things and either don’t care or can’t see the UI/UX mess they have created by proxy.

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