Kroger Introduces Self-Service This Year

Bryan Dijkhuizen

The first electric eCarts
Jeffery Erhunse/Unsplash

Note From The Author

The opinion of the author is his own and has no affiliation with the topic that was included. Sources that are used in this article are the following: Eat This, Not That and for information about individuals, he used Wikipedia.


According to Wikipedia, The Kroger Firm, sometimes known as simply Kroger, is an American retail company that runs supermarkets and multi-department shops throughout the United States, either directly or via its subsidiaries.

"The Kroger Company is the United States' largest supermarket operator by revenue and fifth-largest general retailer. The company is one of the largest American-owned private employers in the United States. Kroger is ranked #17 on the Fortune 500 rankings of the largest United States corporations by total revenue."

Self-Service Features

BrightDrop, a subsidiary of General Motors, made the announcement on September 19 that Kroger would be the first retailer to roll out the company's new electric, temperature-controlled eCarts for curbside pickup orders.

The eCarts are designed to hold customers' orders while they are being transported.

According to BrightDrop, the eCarts—called Trace Grocery—are designed to help "streamline order fulfillment and pickup for online grocery purchases."

The electronic shopping carts, known as eCarts, will make their debut at Kroger stores by the end of this year. Each eCart has nine compartments that are designed to organize food goods according to order, temperature, and product type.

Propulsion assistance helps workers move up to 350 pounds of groceries with less physical strain, and auto-braking to stop the electric motor matches an operator's walking speed of up to three miles per hour.

Other features include temperature management technology that allows food to be stored for up to four hours, and the ability to store food for four hours, and the ability to store food for four hours.


There, the supermarket chain "saw a significant improvement in the customer and employee experience."

BrightDrop anticipates that the technology will be available on a large scale by the year 2024, with the addition of more sophisticated and customized features planned for the future.

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