‘Headless commerce’ perfects Kroger pickup and delivery services

The Kroger Co. has deployed a curbside “headless commerce” and delivery solution that delivers a “seamless associate experience” while reducing customer wait times.

OneView Commerce, based in Hingham, Mass., said its unified commerce platform enables more than 1,000 Kroger locations to meet changing customer needs by quickly completing digital orders when delivered to the curb. curbside or by home delivery, while improving the workload of employees.

“Using the OneView platform, we continue to deliver an innovative associate experience,” said Sriram Samu, vice president of customer technology at Cincinnati-based Kroger. “The solution helps us create a seamless associate experience through guided processes and streamlined training, reducing wait times for our customers.”

OneView, which calls its solution “the next-generation retail architecture that puts you in control,” focuses on customer engagement first where retailers respond immediately with relevant and critical interaction anywhere. The company noted that capacity has become essential since the onset of COVID-19, when retailers learned they needed to pivot quickly in response to rapidly changing shopper behaviors.

OneView said its headless commerce platform provides control and agility for Kroger teams building transformative experiences by leveraging the technology provider’s unified commerce transaction engine. Additionally, the solution enables Kroger to reinvent, develop and own the unique customer experiences that differentiate its brand; provides a unified commerce transaction engine that makes experience development fast, consistent, and easy; and shortens time to innovation with critical use cases including pickup, delivery, curbside payment, in-store payment and next-generation iterative retail POS, OneView reported.

Innovation teams can deploy digital initiatives across all customer touchpoints without disrupting company-specific and legacy Kroger processes, OneView added.

“We are thrilled to support Kroger’s phenomenal success in accelerating solution delivery based on their strategic business transformation priorities and customer needs,” said Linda Palanza, CEO of OneView Commerce. “Their results are a testament to our vision of unified commerce and the ability of our platform to improve the in-store experience for customers and associates while allowing retailers to retain control over the development and delivery of new, customer-based interactions. Mark.”

The nation’s largest supermarket retailer, The Kroger Co., at the end of fiscal 2021 offered online grocery pickup from 2,257 stores and on-demand delivery from 2,500 stores.

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