October 18, 2004, 12:00 AM

Kroger analyzes use of new e-commerce features across multiple sites

Kroger, one of the country’s largest grocers, is using a site traffic analysis tool to analyze shopping behavior at several new e-commerce features. Its offerings include online coupons, gift cards and links to gourmet foods sold by Provide Commerce.

Kroger Grocery Co., one of the country’s largest grocers, is using a new site traffic analysis tool from Manticore Technology to analyze the shopping behavior at several new e-commerce features across several of its branded web sites. Its e-commerce offerings include online coupons, gift cards that can be ordered online and used in the store, and links to gourmet foods sold by Provide Commerce.

Kroger is using Manticore’s Virtual Traffic Master 4.0 to analyze traffic at 12 web sites, including Kroger.com, Ralphs.com and KingSoopers.com. The analysis tool provides a dashboard view of traffic and lets Kroger access custom reports, a Manticore spokesman says. “Kroger wants to understand the shopping behavior for each e-commerce feature and how well each of its brands perform,” he says.

Kroger is also introducing a home delivery service for online orders this fall at Denver-based KingSoopers.com.

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