king soopers

Following the release of its financial results for fiscal year 2015’s first quarter on Thursday, The Kroger Co. says its King Soopers division—based in Denver with 145 stores and 73 fuel center locations—has launched a new natural and organic e-commerce website KingSoopers.com/LiveNaturally.

Open to King Soopers customers who live in and around the Denver metro area, and offering more than 36,000 natural and organic products, KingSoopers.com/LiveNaturally provides the convenience of online shopping for a variety of healthy living products—while virtually extending the product selection and creating an endless aisle experience for King Soopers customers, according to the grocer. Every product is free from more than 101 artificial ingredients and preservatives that many customers prefer be left out of products.

“Increasingly, our customers are looking for more simple, convenient and relevant ways to shop, whether it’s in store, on our website or on their mobile devices,” said Russ Dispense, King Soopers president. “It has never been easier for King Soopers customers to shop online for thousands of natural and organic products.”

Kroger calls the e-commerce website the next step in its effort to make seamless, omni-channel shopping a reality for its customers.

“King Soopers has a long heritage of leading in the natural and organics space, so we are excited to launch our pilot in Denver. KingSoopers.com/LiveNaturally extends the in-store shopping experience to create a true ‘endless aisle’ experience with ship-to-home service for thousands more healthy foods, vitamins, minerals and supplements than are available in our stores today,” said Kevin Dougherty, Kroger’s group VP of digital and Vitacost.

The new website utilizes the technology platform and ship-to-home fulfillment network of Vitacost.com, one of the largest pure e-commerce companies in the nutrition and healthy living market. Kroger completed its merger with Vitacost.com in August 2014.

The company says it will test and learn in the Denver market before replicating the experience in other markets.

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