The last time large grocery chains had ever faced such a large problem was when Walmart Inc. decided to go into groceries. But with technology advancing faster and faster as the years pass and the generation of people who are used to technology continue getting older and more wanting of convenience, these large grocery chains are now facing a new struggle. In this day and age, "e-commerce is transforming the business, forcing cash-strapped companies to overhaul their operations and invest heavily in technology and talent to keep customers from straying to Amazon.com Inc." While dealing with the potential loss of customers to online grocery stores that deliver straight to your door, they are also dealing with the fact that they have to keep food prices low to be competitive. This is an issue as it is hard to find a balance between keeping food prices low and still making a profit. For Kroger specifically, this has been hard because rather than transitioning to online-ordering technology and delivery services, they have stayed focused on store sales.
As times are changing, stores should also change how they market themselves. In this case, it is obvious that online options are becoming more popular and rather than staying stagnant and unchanging, they should change their promotion techniques and how they are delivering their products. In this way, Kroger and other grocery store chains that are facing these issues can continue to make a profit rather than go bankrupt.
https://www.wsj.com/articles/americas-biggest-supermarket-company-struggles-with-online-grocery-upheaval-11555877123
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