It’s also testing its Hometown grocery pickup services in towns that don’t have a grocery store.
“Usually dollar stores are your biggest competitors in those kinds of markets,” McMullen said, “but it really is trying to be wherever the customer is ever held they want.”
Looking at the rapid growth of retail media network, Kroger is taking steps to ensure it stays ahead of the curve. The company was an early entrant to the market, which has become increasingly saturated.
McMullen noted that the Kroger has 11 million people entering its stores and 4 million people visiting it online; while this presents many monetization opportunities for retail media networks, the company is taking a longer-term view in order to ensure it still provides value for its CPG partners.
“We're not going to advertise Coke to Pepsi customer, and vice versa, because that doesn't do us any good,” he said. “I'm sure we can get revenue from it, but we're really trying to figure out a way where all boats rise.”