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USA Today reports that Kroger no longer is using the brand name “ClickList” to describe its grocery click-and-collect service. Three years after it launched the service using that name, Kroger now will call the service - wait for it - "Kroger Grocery Pickup.”

According to the story, “The service is available at more than 1,000 stores nationwide – more than one-third of Kroger's stores, which include Kroger, Fred Meyer, Harris Teeter, Ralphs and other grocery chains in 35 states.

“Kroger said it changed the name to eliminate any potential confusion. It comes amid a broadening push in 2018 in which the nation's largest supermarket chain has unveiled a raft of new digital services and initiatives to compete with Amazon.”

In a statement, Kroger says that “moving forward, we are being more descriptive of the service to help our customers better understand our offerings: You will now see Pickup, Delivery and Ship as the methods to receive your grocery orders.”
KC's View:
Simplification is good, though I wonder if this also means that Kroger will be reducing the different ways in which it will be delivering products in the different markets that it serves. I just hope that they take greater ownership, and find a way to get out of the Instacart partnership, which I don’t think serves its long-term best interests.