Kroger's E-Commerce Division Growing Brick-and-Mortar Jobs

Since launching its ClickList service, which allows grocery shoppers to order online and have their purchases bagged and loaded when they arrive at stores to pick them up, Kroger has added 25 to 35 new jobs at each store offering the service, according to the company. The Cincinnati-based chain has started more than two dozen ClickList operations at stores in Tennessee, Mississippi and Arkansas. Kroger also said it would soon announce a home-delivery service.

Total Retail's Take: While long the enemy of brick-and-mortar stores, in some cases, such as Kroger, e-commerce is actually becoming a way to satisfy customers and bring them into stores. For example, data shows that if shoppers visit a Kroger brick-and-mortar store five times a month, e-commerce encourages an additional sale. And Kroger isn't the only supermarket testing buy online, pick up in-store feature: Wal-Mart and smaller players such as SuperLo and Cash Saver are finding ways to link digital shopping to brick-and-mortar stores.