Kroger Rebrands, Expands Click & Collect Service

CINCINNATI — The Kroger Co.’s service that allows shoppers to buy their groceries online will now be known under a new name, ClickList, and expanded to include an additional market.

Nashville, Tenn., joins Kroger’s ClickList network, which piloted in the grocery giant’s hometown of Cincinnati and has since grown to include Indianapolis; Lexington, Ky.; and Portland, Ore., where shoppers can purchase groceries online and pick them up at 19 stores.

“We’re going to continue to add stores the rest of the year,” said Kevin Dougherty, Kroger’s group vice president of digital and Vitacost. The company will continue to test the click-and-collect service in other markets to see if it’s a good fit for those regions.

Kroger made the ClickList name official at its investor conference Tuesday. The retailer has referred to the service as ClickList informally for several months, using the name in a news release this summer.

Harris Teeter, the Southeast regional supermarket banner that Kroger acquired last year, continues to call its pre-merger click-and-collect service Express Lane, which served as a guide for Kroger’s programs in the other markets.

Kroger officials further said they would consider adding home delivery to the online ordering options.

“We’re seeing continued customer enthusiasm, and we continue to like what we’re seeing," Dougherty said.