US Grocery Industry

JAKE GOLDEN, DIANE GOLDSHER, KELLY FIELD &

GABRIELLE RHOMBERG
Walmart
JAKE GOLDEN
Walmart loyalty program
• Walmart has a great loyalty
program which tracks
customer purchases and
offers cash back rewards

• Offers discount and what

consumer might buy
Target generation of people

Baby boomer are

Walmart biggest
customers
Walmart share of wallet
Walmart were do they shop
Walmart customer experience
Kroger
DIANE GOLDSHER
Company Overview
Largest grocery chain in the US
Customer data important to Kroger
Bought a data specialist company Dunnhumby to analyze their customers
The “four keys” of Kroger’s customer
◦People
◦Products
◦Shopping experience
◦Price
Kroger
Loyalty Card

Used to gather information

Information is used to determine buying patterns

Buying patterns then drive sales

Competitive Advantage!

Over 90% usage

Peopl
e
Peopl
e
Peopl
e
Products
Healthy options are a growing trend

Offer “Live Naturally” Line

$11 Billion in sales last year

Total organic sales = $35.9

B
Shopping
Experience
Shopping
Experience
Shopping
Experience
KELLY
FIELD
Company Overview
-3rd Largest grocery chain in the United States
-Founded in 1915 by Marion Skaggs in American Falls, Idaho
-Headquarters: Pleasanton, California
-Subsidiary of Albertsons
-1,326 stores located around the U.S
◦-Western, Mid Western, Atlantic regions of the US
◦197,000 employees
How Safeway collects customer data
- Safeway keeps tabs on customer receipts to generate wallet data.
Demographics
- Collected through
demographic surveys on the
mobile app.
- Based off of 300,000
shoppers who utilize their
app.
Customer loyalty
- Safeway savings club built by provisions marketing in Concord, Massachusetts.
- Members only discounts on certain merchandise throughout the store.
- Divides customers into “primary“ and “secondary” shoppers.
- personal recognition
Costco Wholesale
GABRIELLE RHOMBERG
Company Overview
The Largest American membership-only warehouse club
2nd largest retailer in the world after Walmart (Revenue)
Employs around 205,000 employees
◦88,000 are part-time

Headquarters: Issaquah, Washington

Peopl
e
Dat
a
People
Products
References
Bells, S. (2015, October 30). The Kroger co.: from corner store to supermarket giant. Market Realist. Retrieved
from http://marketrealist.com/2015/10/snapshot-krogers-business-financial-performance/
"Costco Shopper Insights and Demographics." Infoscout.co. N.p., n.d. Web. 03 May 2017
Denman, T. (2015, December 8). Kroger’s improved analytic capabilities powers merchandising decisions.
Retail
Info Systems News. Retrieved from https://risnews.com/krogers-improved-analytic-capabilities-powers-
merchandising-decisions
Groenfelt, T. (2013, October 28). Kroger knows your shopping patterns better than you do. Forbes.
Retrieved from
https://www.forbes.com/sites/tomgroenfeldt/2013/10/28/kroger-knows-your-shopping-patterns-better-
than-
you-do/#5e1db5746a29
Kroger. (2015). 2015 Annual Report. Retrieved from
http://ir.kroger.com/Cache/1500085468.PDF?O=PDF&T=&Y=&D=&FID=1500085468&iid=4004136
Lowery, K. (2017, February 6). Using new data insights to grow and maintain loyalty with Kroger
and The Wall
Street Journal. Sailthru. Retrieved from
http://www.sailthru.com/marketing-blog/using-new-data-insights-to-
grow-and-maintain-loyalty-with-kroger-and-the-wall-street-journal/
Walmart shopper insights. (2017). InfoScout. Retrieved from http://infoscout.co/retailer/walmart