NRF Recap: Grocery Retail Transformation Can't Be Pulled Off Alone

But such components are also creating an atmosphere of friendly competition. When associates are able to earn and share digital trophies for different accomplishments – and access a social platform where they can "like" their colleagues' achievements – engagement improves, and, so, in turn, does customer service.

Walmart: Know When to Divide

Another retail behemoth that shared its success through investing in associates was Walmart Inc. During a Jan. 13 session, Jeremy King, the Bentonville, Ark.-based mega-retailer's EVP and chief technology officer (CTO), noted that his company added 1,700 employees to its technology team, with plans to bring another 2,000 in.

Success didn't stop with that move, however – restructuring played an important role, too. Two years earlier, Walmart – No. 1 on the 2018 top grocers list – divided its technology organization between the CTO and the chief information officer, with the plan for one to focus on the internal side of the business and the other to focus on the retail side.

“Customers, of course, don’t see the difference between Walmart.com and a Walmart store," he told attendees, noting that the move made organization easier while helping to ensure complete focus on the shopper.

Ahold Delhaize USA: Robots Repurpose Rather than Replace

Customers can see when associates are focused on their immediate needs and journey, or whether they're too busy checking shelves or searching for potential hazards to fix or clean up. That's a major reason that Carlisle, Pa.-based Ahold Delhaize USA, No. 4 on the 2018 top grocers list, has invested strongly in in-store robots, which are deploying at almost 500 Giant/Martin's and Stop & Shop stores through a partnership between the grocer's Retail Business Services division and Nicholasville, Ky.-based Badger Technologies.

The robot model, known as Marty, was the topic of a Jan. 14 panel discussion, "Why Is There a Robot in My Store?" – moderated by Joe Skorupa, editorial director of Progressive Grocer sister brand RIS News. During its pilot at a number of stores, Marty identified hazards such as liquid, powder and bulk-food-item spills, and reported them so they could be cleaned up. The robots helped stores mitigate risks caused by such spills, enabling store associates to spend more time servicing and interacting with customers.

Many critics are quick to say Ahold Delhaize is using automation to cut costs at the expense of employees' jobs. However, the message from the panel – which included Nick Bertram, president of Giant Food Stores; Tim Rowland, CEO of Badger Technologies; and Steven Platt, director and research fellow with the Retail Analytics Council – was clear: Marty is an investment in, not a replacement for, associates. Labor is expensive, indeed – which means grocers need to ask themselves: Where is the best place to put every associate on the floor?

Whether you're Kroger, Walmart, Target, Southeastern Grocers, Ahold Delhaize USA or even just the independent grocer down the street – whether you're just starting on your journey to transform or far down the road – the answer should always be the same: wherever the customer currently needs them.