The supermarket chain brand Kroger Co. is set to launch a store on Alibaba’s Tmall Global platform.
Kroger Co. said its store will first offer Alibaba’s half-billion Chinese consumers items from its Simple Truth natural and organic brand. Since introducing Simple Truth five years ago, it has become the second-largest brand sold in Kroger stores. Sales have totaled over $2 billion in 2018, also making it the largest natural and organic brand in the U.S., Kroger said.
“E-commerce enables Kroger to quickly scale to reach new customers and markets where we don’t operate physical stores, starting with China,” said Yael Cosset, Kroger’s chief digital officer. “We anticipate Chinese consumers will love our brands – starting with Simple Truth products – just like our American customers do. Kroger is proud to continue to lead the way in making natural, organic and free-from products more mainstream and accessible. Sharing Kroger’s exclusive brands and status as a food authority the world over is exciting.”
Kroger said its Tmall Global pilot also supports its “Restock Kroger” initiative, which aims to redefine the grocery experience, including a more data-driven effort around pricing. Specifically, a key part of Kroger’s three-year initiative is to create customer and shareholder value by driving top-line growth through alternative revenue streams.