Kroger Co. is attempting to further its contextual commerce efforts by integrating voice assistants for ordering groceries online. Working with both Google and Amazon devices, users simply need to activate their devices and place an order of groceries through Kroger. This form of ultra-convenience feeds into Kroger Co's. expansion into contextual commerce as the grocery chain makes it so customers can shop anywhere, anytime, and can buy virtually anything.
The service has already launched at six Kroger-owned brands, including Fred Meyer, Fry's Food and Drug, QFC, King Soopers, City Market, and Ralphs. While Kroger Co. is not the first grocery chain to introduce voice assistant technology, it is one of the pioneers. The new technology also aims to capture the growing population that utilizes voice assistants as tools for e-commerce.