Yael Cosset, Kroger‘s CIO and SVP, shared insights into the company’s digital journey at the National Retail Federation’s (NRF) Big Show this week.

The focus was on how this transformation is influencing both customers and associates.

Investing in digital transformation for customer and associate experiences

Cosset emphasised Kroger’s ongoing investment in digital transformation, aiming to enhance both customer and associate experiences. He stated: “Our aim is to be the fresh food destination by providing customers with an experience that gives them exactly what they want.”

The company is using digital capabilities to support associates, making their jobs easier and allowing them more time for customer interactions.

Kroger has significantly invested in customer-facing digital innovations to provide greater value and savings.

Examples include converting weekly circulars into digital formats and improving digital systems to make customers aware of available savings.

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The associate experience has also seen enhancements, with mobile technology in stores offering tools for learning, task management, and assessing product availability to maintain stock levels and fulfilment.

Digital transformation’s impact on associates and artificial intelligence

When asked about the impact of digital transformation on associates, Cosset stated: “Digital transformation efforts have dramatically reduced our time to hire.”

The company uses digital-first HR solutions and training applications with a focus on ease of use to enhance speed-to-excellence.

Cosset also shared insights into Kroger’s approach to AI and GenAI, emphasising responsible AI development to benefit customers and associates.

He believes that GenAI will continue to transform the grocery industry, impacting areas such as marketing content, digital platform search outcomes, personalisation, and solutions for associates.

The NRF’s Big Show provided a platform for Kroger to discuss these digital advancements, showcasing the company’s commitment to growing and retaining customer trust through responsible AI development and continuous improvement in the digital realm.