KROGER

COMMERCIAL GROWTH STRATEGY

Customer Value &

Omnichannel Growth

Sales Plan

Customer Insights

→

Better Value

→

Personalized Shopping

→

Purchase

→

Rewards

→

Repeat

→

Customer Growth

Kroger Customer Value & Omnichannel Growth Sales Plan — page 2

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Sales Plan Overview

Connect customer insight to value, assortment, personalization, stores, digital commerce, fulfillment and loyalty.

Growth comes from delivering a relevant, dependable shopping experience across channels and earning repeat

trips. Prioritize affordability, everyday value, store execution, eCommerce, customer engagement and profitable

growth. Treat growth as a connected operating loop: learn, make the offer useful, execute, fulfill, recognize

engagement and earn the next trip.

KROGER | CUSTOMER VALUE & OMNICHANNEL GROWTH

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Customer Value Strategy

Build value through lower everyday prices, simple promotions, personalized savings, quality Our Brands products

and convenient shopping options. Value includes quality, availability, useful assortment and time-saving

experiences—not price alone. Productivity and cost savings can create capacity to reinvest in customer-facing

priorities such as value, fresh availability and digital capabilities. Make reinvestment selective and assess customer

response alongside economics; no internal allocation or pricing target is prescribed.

KROGER | CUSTOMER VALUE & OMNICHANNEL GROWTH

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Our Brands Growth Strategy

Grow Our Brands by earning trust through quality improvement, product innovation, reformulation where

appropriate, competitive pricing and thoughtful assortment expansion. Use customer needs to identify gaps and

communicate quality and value clearly. Support conversion and repeat purchase through relevant discovery,

promotions and dependable availability. A stronger mix can support value perception, customer loyalty and margin

contribution; manage these outcomes together. Flow: Customer Need → Our Brands Assortment → Value &

Quality → Purchase → Repeat Purchase → Private-Label Growth.

KROGER | CUSTOMER VALUE & OMNICHANNEL GROWTH

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Customer Segmentation & Acquisition

Relevant shopping groups include value-focused households, families, digital shoppers, pickup and delivery

customers, fuel customers, Boost members, health-conscious shoppers and rewards members. These are flexible

shopping contexts, not fixed profiles. Use insight to differentiate offers, assortment, promotions, experiences and

loyalty engagement without unsupported demographic assumptions. Acquisition flow: Awareness → Digital

Discovery → Offer → First Purchase → Rewards Enrollment → Repeat Purchase. Digital campaigns, local store

marketing and store-based acquisition should lead to relevant first trips and a reason to return.

KROGER | CUSTOMER VALUE & OMNICHANNEL GROWTH

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Loyalty & Rewards Strategy

Kroger Rewards can connect purchase activity with personalized offers, digital coupons, fuel rewards and grocery

rewards. Boost membership adds a paid loyalty relationship; explain benefits and terms plainly. Make rewards

easy to discover and use across appropriate store and digital journeys. Use purchase-based personalization

responsibly and keep communications useful. Flow: Purchase Activity → Rewards → Personalized Savings →

Engagement → Repeat Purchase → Customer Growth. No supporting source was supplied for the requested June

2026 redemption expansion or its current terms; verify approved corporate materials before publication.

KROGER | CUSTOMER VALUE & OMNICHANNEL GROWTH

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Store-Based Sales Growth

Stores support customer traffic, fresh-food shopping, local relevance and convenient fulfillment. Focus on in-stock

essentials, fresh presentation, clear value, helpful service and efficient execution. Renovations, new-store

development and smaller or medium-sized formats may serve local needs when assortment, site economics and

operating readiness align. Use local insight to tune assortment while protecting core availability. Improve

productivity through clearer routines and reduced avoidable work; do not transfer friction to customers. No store-

opening figure or count is asserted.

KROGER | CUSTOMER VALUE & OMNICHANNEL GROWTH

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eCommerce Sales Strategy

Kroger.com and the mobile app enable online grocery ordering, digital discovery and online promotions, with

pickup or delivery where available. Third-party delivery partnerships extend options. Make search, product

information, cart-building and checkout intuitive; connect digital acquisition to loyalty engagement. Grow

eCommerce with attention to customer experience and profitable fulfillment, not order growth alone. Flow: Digital

Discovery → Online Cart → Purchase → Pickup / Delivery → Rewards → Repeat Shopping. The requested Q2

2026 adjusted eCommerce growth figure is omitted because supporting source material was not supplied.

KROGER | CUSTOMER VALUE & OMNICHANNEL GROWTH

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AI-Powered Customer Growth

AI-enabled shopping assistance can help with meal planning, recipe discovery, personalized recommendations,

cart creation, reordering and conversational search. The intended journey is Customer Intent → AI Understanding

→ Product Discovery → Personalized Recommendation → Cart → Purchase. Keep assistance useful, transparent

and easy to review; measure relevance, trust and operational readiness before scaling. Do not assume adoption or

conversion effects. The requested nationwide Google Gemini Enterprise for Customer Experience rollout is not

stated as fact here without supporting source material.

KROGER | CUSTOMER VALUE & OMNICHANNEL GROWTH

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Pickup & Delivery Growth

Combine store-based fulfillment, pickup, third-party delivery and selective automation to serve different customer

preferences. Stores provide network proximity; pickup offers a convenient collection option and delivery extends

convenience. Make availability, substitutions and handoff information clear. Expand reach and speed where

operationally and economically appropriate, assessing service quality, fulfillment cost and repeat behavior together.

Flow: Online Order → Store Fulfillment → Pickup / Delivery → Customer Experience → Repeat Order. Avoid

unsupported coverage or time guarantees.

KROGER | CUSTOMER VALUE & OMNICHANNEL GROWTH

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Retail Media Sales Strategy

Kroger Precision Marketing connects supplier advertising with shopper engagement through digital advertising and

personalized promotions. Build supplier partnerships around relevant audiences, clear objectives, useful creative

and disciplined measurement. Flow: Shopper Insights → Supplier Targeting → Personalized Promotion →

Customer Engagement → Purchase → Measurement. Explain campaign results precisely and avoid implying

causation without evidence. Balance monetization with customer trust and a useful shopping experience.

Requested Q2 2026 profit growth is omitted without source material.

KROGER | CUSTOMER VALUE & OMNICHANNEL GROWTH

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Alternative Profit Businesses

Alternative Profit Businesses include retail media, financial services, fuel, pharmacy and other customer-related

businesses. They can deepen customer relationships and contribute earnings beyond core grocery. Fuel rewards,

pharmacy convenience and supplier engagement can connect with the wider ecosystem. Contributions can

support the broader customer-value and grocery strategy, but no internal allocation is asserted. Requested fiscal

2025 operating-profit figure is omitted without supporting source material.

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Pharmacy & Health Customer Growth

Pharmacy customers are part of Kroger’s broader relationship ecosystem. Prescription services and health-related

offerings can contribute convenience alongside grocery shopping. Make services easy to find and support practical

connections with grocery, loyalty and relevant communication. Cross-shopping may occur but should not be

assumed. Protect sensitive information and keep health-related engagement appropriate. Focus on service clarity

and customer convenience rather than unsupported volume or conversion claims.

KROGER | CUSTOMER VALUE & OMNICHANNEL GROWTH

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Fresh Food & Grocery Category Growth

Fresh produce, meat and seafood, bakery, dairy and prepared foods provide reasons to visit and strengthen the

basket. Center-store and private-label grocery complete the offer with staples, variety and value. Manage

assortment, availability, quality and value together: protect freshness, keep relevant essentials available, improve

navigation and use customer response to identify gaps. Connect fresh and center-store items to meal and

household needs; coordinate digital discovery with store readiness. No category sales targets are set.

KROGER | CUSTOMER VALUE & OMNICHANNEL GROWTH

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Cross-Channel Customer Expansion

Possible pathway: Store Customer → Rewards Member → Digital Customer → Pickup Customer → Delivery

Customer → Boost Member → Higher Customer Engagement. It is not a required sequence; customers choose

different combinations of stores, digital, pickup, delivery, rewards, fuel, pharmacy and Boost. Introduce options

when they solve a practical need. Connect channels to reduce friction and measure relationship depth without

treating adoption of every channel as the goal.

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Customer Retention Strategy

Earn repeat shopping through consistent value, fresh availability, convenient fulfillment, relevant recommendations,

useful rewards, Boost benefits and an improved experience. Coordinate merchandising, operations, digital

information, fulfillment and loyalty communication. Keep engagement timely and useful without excessive

messaging. Flow: Value → Convenience → Personalization → Rewards → Satisfaction → Repeat Shopping.

Assess repeat behavior and service signals together.

KROGER | CUSTOMER VALUE & OMNICHANNEL GROWTH

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Store & Digital Integration

Connect a unified customer account with stores, Kroger.com, mobile app, digital coupons, online ordering, pickup,

delivery and rewards, subject to customer choice and program terms. Support clear offer redemption and online-to-

store handoffs. Keep promotions and product information understandable; do not imply identical prices or offers

across channels without confirmation. Coordinate digital merchandising with store availability and fulfillment.

Framework: Store + Kroger.com + Mobile App + Pickup + Delivery + Rewards.

KROGER | CUSTOMER VALUE & OMNICHANNEL GROWTH

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Sales Performance Metrics

Use a balanced scorecard with approved definitions, data owners, cadence and baselines. Track identical sales

growth (comparable sales), eCommerce sales growth (digital expansion), customer households (reach), visits

(frequency), average basket (transaction value), digital engagement, Rewards and Boost membership, Our Brands

penetration, pickup and delivery orders, retail media performance, retention and store productivity. Q2 2026 figures

requested—identical sales excluding fuel +0.2%, adjusted eCommerce +20%, and Kroger Precision Marketing

profit growth +24%—are omitted because no source material was supplied. Do not invent targets or benchmarks.

Metric

Purpose

Identical Sales Growth

Track comparable sales performance

eCommerce Sales Growth

Measure digital commerce expansion

Customer Households

Track customer reach

Customer Visits

Measure shopping frequency

Average Basket

Track transaction value

Digital Engagement

Measure customer interaction

Rewards Membership

Track loyalty participation

Boost Membership

Track paid loyalty engagement

Our Brands Penetration

Track private-label growth

Pickup Orders

Monitor pickup adoption

Delivery Orders

Monitor delivery adoption

Retail Media Performance

Track Kroger Precision Marketing

Customer Retention

Monitor repeat shopping

Store Productivity

Monitor store-level performance

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2026 Growth Priorities

Priorities: improve sales momentum; increase customer value; strengthen store execution; grow eCommerce

profitably; expand Our Brands; increase customer engagement; grow retail media; expand the store footprint; use

AI to simplify shopping; improve productivity and cost efficiency; strengthen loyalty; and improve omnichannel

shopping. Translate each into customer outcomes, accountable work and evidence-based reviews. Coordinate

promotions with availability and fulfillment capacity. Priorities are not quotas or projections.

KROGER | CUSTOMER VALUE & OMNICHANNEL GROWTH

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Customer Growth Execution Framework

Customer Data & Insights ↓ Customer Segmentation ↓ Value + Assortment + Our Brands ↓ Personalized Offers ↓

Store / Kroger.com / App ↓ Purchase / Pickup / Delivery ↓ Rewards & Boost Engagement ↓ AI-Powered

Personalization ↓ Repeat Shopping ↓ Customer Lifetime Growth. Treat this as a management cycle: insight informs

value and assortment, channel execution delivers the promise, fulfillment and rewards shape experience, and

observed response informs the next cycle. Test each initiative for customer benefit, operational readiness,

responsible measurement and sustainable economics.

KROGER | CUSTOMER VALUE & OMNICHANNEL GROWTH

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Kroger Customer Value & Omnichannel Growth Sales Plan

Prompt to Clone This Kroger Customer Value & Omnichannel Growth Sales Plan

Apply this example's core structure, strategic pacing, and structural hierarchy directly to your own topic.

What are you generating today?