CINCINNATI—Kroger Co., the nation’s biggest supermarket chain, whose founder delivered groceries by horse and buggy, is using a different kind of horsepower in its race with online grocery sellers.
The 135-year-old company is experimenting with a variety of technologies as it battles Amazon.com and Walmart Inc. to find a profitable formula to serve customers who want milk and eggs whisked to their doorsteps. These shoppers are a tiny but fast-growing segment of the $800-billion U.S. grocery market. Kroger must win them over to survive.
