Path%to%Purchase%Ins.tute%•  Retailer(Profiles:(Marke0ng,(merchandising(and(business(strategy(at(

32(leading(companies(•  Image(Vault:(125,000(examples(of(consumer(engagement(ac0va0on(•  Content:(16,300(field(reports/case(studies/research(studies/etc.(•  Lectures:(285(audioLenabled(presenta0ons(•  This(deck(

Today’s%Agenda%•  Footprint(and(market(posi0on(•  Recent(execu0ve(changes(and(business(

moves((•  Recent(marke0ng(and(merchandising(

programs(•  What(it(all(means(for(you(

COVID919%at%Retail%

Kroger%responds%to%COVID919%

“The(thinking(was:(‘We(know(we’ve(got(to(be(there(…(we(can’t(disrupt(brickLandLmortar(...(we’ll(leverage(the(experience(with([eLtailer](Vitacost(and([grocer](Harris(Teeter([which(Kroger(acquired(in(2014](…(then(we’ll(build(out(our(capabili0es(and(talent.”((

—%Jody%Kalmbach,%group%VP%of%product%experience,%%Kroger%%

(

Source: 2017 Kroger Fact Book

Restock%Kroger%%

The%retailer%set%out%to%...%

●  accelerate(its(digital(and(eLcommerce(efforts(

●  apply(its(customer(data(and(personaliza0on(exper0se(through(insights(subsidiary(84.51(to(even(more(aspects(of(the(business(

%

●  invest(in(its(private(labels(and(increase(store(brand(sales(

●  op0mize(inLstore(space(

●  use(new(technologies(to(improve(customer(experience(

E9Commerce%at%Kroger%

Pickup%

●  the(retailer's(curbside(pickup(service(formerly(known(as(ClickList(

●  during(the(2019(holiday(season,(Kroger(offered(customers(free(grocery(pickup(

Delivery%

●  majority(of(Kroger’s(delivery(business(is(through(thirdLparty(service(Instacart(

●  by(the(end(of(2019,(97%(of(Kroger(households(had(access(to(Pickup(or(Delivery(

Nuro%

Kroger(began(tes0ng(autonomous(vehicles(with(Nuro(in(the(Phoenix(area(in(2018,(and(last(year(expanded(the(pilot(to(the(Houston(market.((

Ocado%

Kroger(teamed(with(U.K.(online(grocer(Ocado(to(build(automated(customer(fulfillment(centers(in(the(U.S.(called(“sheds”(

Kroger%Ship%%

●  directLtoLconsumer(eLcommerce(plagorm(launched(in(2018(%

●  expands(Kroger(footprint(

Kroger%Precision%Marke.ng%%

Assets%and%Capabili.es%

●  Targeted(digital(coupons(on(the(banner(sites(and(the(mobile(app(with(customizable(offer(values(and(coupon(types.(

●  Targeted(email(modules(within(Kroger(mul0Lsubject(emails(that(reach(about(11(millionLplus(customers(weekly.(

●  Banner(website(ad(placement:(An(ad(block(on(the(Kroger.com(department(pages(in(which(ads(will(be(personalized(using(84.51(science.(

●  Banner(website(brand(pages:(Dedicated(brand(pages((e.g.,(Kroger.com/“SupplierName”)(as(a(place(to(showcase(brand(content(and(serve(as(a(des0na0on(for(other(media.(

●  Sponsored(product(recommenda0ons(on(banner.com(and(the(mobile(app(within(search(or(any(product(carousels((e.g.,(Start(My(List).(

(

(

Oikos%“Extra%Point”%%

●  Loyalty(cardholders(could(play(the(Oikos(“Extra(Point”(instantLwin(game(from(Feb.(10(to(March(23(by(visi0ng(microsite(oikosextrapoint.com.((

●  Game(awarded(650(nflshop.com(giq(cards(worth(up(to($50(and,(for(those(that(do(not(win,(a(digital(coupon(for(50(cents(off(an(Oikos(proteinLpacked(SKU.(

(

(

“We(have(great(collabora0ve(rela0onships(with(a(core(set(of(CPGs,(and(when(we(want(to(do(new(things(online,(they(show(up(with(ideas(they’ve(tested(in(some(way(and(are(willing(to(share(their(learnings.(…(If(you’ve(had(a(great(business(rela0onship(from(a(brickLandLmortar(perspec0ve(...(become(a(part(of(where(the(company(is(evolving(to(and(lean(in(to(that.(”((

—%Jody%Kalmbach,%VP%of%digital%experience,%%Kroger%%

(

“We(always(have(very(much(a(testLandLlearn(mindset([and](we(love(partners(that(love(that(as(well.(Some(of(our(best(partners(are(those(who(help(us(develop(new(capabili0es(early(on.(Who(help(us(test(those(capabili0es,(help(us(learn(and(help(us(refine(them(to(be(most(impacgul(for(brands.(We're(always(...(on(the(lookout(for(partners(who(are(willing(to(do(the(same(and(would(encourage(any(brands(to(do(so.(”((

—%Michael%Schuh,%director,%product%strategy%and%innova.on%at%84.51,%Kroger%

Precision%Marke.ng%%

(

“Treasure%EmporiYum”%

Retailer%Program%%

●  posi0ons(select(private(label(items(as(unique(and(hidden(gems(

●  spotlights(items(from(Private(Selec0on,(Simple(Truth,(HemisFares(and(Kroger(store(brands((

Kroger%Private%Label%in%2019%%

●  Store(brands(exceeded($23.1(billion(in(sales(

●  Private(Selec0on(surpassed($2(billion(in(sales(for(the(first(0me,(becoming(Kroger's(third(private(brand(to(earn(more(than($2(billion(

●  Simple(Truth(exceeded($2.5(billion(and(remains(the(leading(natural(organic(brand(in(the(U.S.(

●  Kroger(rolled(out(758(new(products,(39(of(which(are(plantLbased(SKUs(

Brand%Transforma.on%Campaign%%

(

Infarm%&%Kroger%%

(

ClusterTruck%&%Kroger%%

(

Ques.ons?%

Calendar%2020%

❖ Walmart%L(On(Demand(❖ Walgreens(L(On(Demand(❖  Kroger(L(On(Demand(❖  Albertsons(L(April(21(❖ Home%Depot%Vs.%Lowe’s%L(May(19(❖  Retail%Roundup%L(June(16 ((