For this discussion we had a choice to discuss about Publix or pick a store we use in our community, and I decided to pick Kroger. The reason I picked Kroger is because I go shopping there more than Publix, they have Starbucks in their stores, why not have a nice caramel macchiato while shopping, and the best part for me the loyalty program you get to earn fuel points when shopping at Kroger. 

The grocery store manages their relationship with their customers by seeking customers'feedback on how well it is executing in each of its four key areas of its Customer First Strategy (RIS, 2013). The four areas the retailer continues to improve in, first the connection the associates have with the customers, second the product selection and quality, and the last area is malony the customer shopping experience faster and easier, also giving the customer better value for their money.  Quality can be defined as the degree of excellence or superiority that an organization's product possesses, quality can encompass both the tangible and intangible aspects of a firm's products or services (Peter, Donnelly 2018). 

The way Kroger emphasizes in their brand name is by unveiling a new logo and brand identity that the company stated reflects its "food first" culture (Redman 2019). A brand is a name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers (Peter, Donelly 2018). The new logo is shaped around the new slogan "Fresh for Everyone," this slogan is the supermarket commitment to their customers, they will have access to "fresh, affordable and delicious food." 

Besides social media and other media outlets Kroger has multi-department stores like Fred's. Fred's has been a successful operation since 1922, my first time going into Fred's was with my grandmother it was her favorite store, it's a one-stop shopping experience and you will only see the store in town with populations of 15,000 or less. Kroger have a stronger bond with its target market because the multi-department store offers a full services grocery, pharmacy and expanded general merchandise (outdoor living, electronics, home goods, toys). The company also has their supermarket petroleum group, Kroger started selling petroleum in 1998 outside of their store in the parking lot. You can also purchase cigarettes, snacks, candy, and miscellaneous oil related products. Feedback?

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