By ANDY OBER
InsideINdianaBusiness

CARMEL — An Indiana University retail expert says The Kroger Co.’s continuous rollout of its online ordering system is part of what will likely be a growing trend. The company announced Tuesday, Aug. 18, it will expand the service to seven additional stores in the Indianapolis area.

John Talbott, associate director of the Indiana University Center for Education and Research in Retailing, says Kroger has been an early adopter of using consumer data to strengthen engagement with consumers. He says more grocers will likely experiment with the online model to compete with delivery sites like Amazon.com Inc.

The company began testing the concept earlier this month at a Carmel location. The system allows customers to place an online order and pick it up at a pre-arranged time at the store.

Talbott says services like Amazon, which can deliver groceries and household items to a consumer’s house the same or next day, are forcing grocery chains to examine their offerings. He believes the service will most likely grow fastest in the area of non-food items, like toiletries.

In an increasingly crowded grocery market in Indiana, Talbott says the online ordering system can help give Kroger a competitive advantage. While he believes many chains are considering the service, it is not easy to implement because of time, training and technology requirements.

Online ordering will roll out at the additional stores over the next several weeks. Kroger says the dates are estimates, pending local government approvals. The stores are:

3100 Meridian Park Drive, Greenwood, by end of August; 14800 Hazel Dell Crossing, Noblesville, by mid-September; 150 West 161st St., Westfield, by mid-September; 5810 East 71st St., Indianapolis, by mid-September; 8745 South Emerson Ave., Indianapolis, by mid-September; 7272 Fishers Crossing, Fishers, by end of September; and 108 North SR 267, Avon, by end of September.

Kroger Central Division President, Jeff Burt, said the company will continue to monitor customer and store associate feedback to enhance the service. The chain says it is continuing to work to fill hundreds of open positions, especially in central Indiana.