Customer Relationship Management Strategy And Objectives Of Kroger

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This paper discusses Customer Relationship Management objectives, strategy, and tactics of Kroger, Inc. Kroger, founded by Bernard Kroger in 1883 and currently operates over 2500 supermarkets in more than 30 states. Managing customers is top priority for this company and is much of the reason it is the top grossing supermarket chain in the country.
OBJECTIVES
From the very beginning, Kroger worked to please customers. He believed in never selling anything that you yourself, would not buy and set out satisfy customers and provide goods and services that were needed in the Cincinnati area. In those humble beginnings, Kroger invested his life savings of $372 and due to his commitment to what we now call Customer Relationship Management techniques, grew to the multi-billion dollar chain that it is today.
Walk into any Fred Meyer’s/Kroger/Safeway store in the country and you will be met with bright lights, friendly smiles, and shelves stocked with enticing quality goods. The legacy left behind of the son of merchant who had selling in his blood, is one of tradition, of low prices, of meeting the needs of those who need them. …show more content…

Kroger was also an inventor, of food products. What was born in his mother’s kitchen, of just a tangy German sauerkraut has grown into over 30 facilities that manufacture the Kroger brand. Just another example this company meeting its objective to serve and please its customer base. Kroger understood from the very beginning, the value of the customer base, which according to the text Managing Customer Relationships is simply put, is to get, keep, and grow customers and is the very objective of the Kroger brand. Mr. Kroger was a natural born leader and servant and built this concept into the very framework of the company. Every step he took, focused on this premise, and soon he built a successful model that many other merchants fervently attempted to duplicate. The modern supermarket owes it roots to this early adventure in

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