Six Practices That Will Shape Retail Digital Transformation

Digital transformation is one of the most important topics facing retail today. As one of the largest retail brands in the U.S., second only to Walmart, Kroger Co., a Fortune 25 company with over $100 billion in revenue, is two years into its digital journey. Kroger is making the transformation from its traditional roots as a sole brick and mortar company into starting to build out the omni-channel and digital commerce experience for customers.

Shashank Saxena — Director, Digital and e-Commerce, Kroger

Leading this digital transformation is Shashank Saxena, the Director of Digital and e-commerce technology at Kroger. As part of this role he manages the Web, Mobile, Tablet, e-commerce and shared service app development teams in growing the digital presence of the Kroger brand and looking at how they can connect and serve their customers digitally. Working on his second digital transformation for a Fortune 25 company (prior to Kroger he was at Citigroup), this veteran sheds some light onto the hot topics of retail, digital, analytics, user experience and business models and provides an inside view on what's driving the change and how retail is going about in responding to this new environment.

6 Trends that will Shape Digital Transformation in Retail:

1. Use customer feedback for evolutionary change. Saxena says that customer feedback is absolutely critical, and in terms of understanding the customer needs they are very focused on what their customers are asking for. But as Kroger starts looking at what they want to build from an innovation standpoint, it is very different from just catering to a customer's needs.

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