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Amazon.com (NASDAQ: AMZN) is advancing to run abroad with the grocery industry. The addition of two-hour grocery commitment at Whole Foods Market through Amazon’s Prime Now account shows that unless Kroger (NYSE: KR) moves fast and decisively, it is activity to be larboard abaft in this space.

Amazon Fresh, the online retailer’s basic grocery store, grew 35% to $135 actor in aloof the aftermost four months of 2017, primarily as a aftereffect of its accretion of Whole Foods aftermost summer, according to The Wall Street Journal. Aloof putting a few thousand articles from Whole Foods’ abatement 365 cast on its basic shelves acquired a customer stampede at the online grocer, and it awash out of best goods. Now, it will alpha carrying advantage from Whole Foods in aloof two hours for Prime members.

Woman selecting aftermath at grocery store

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Image source: Getty Images.

The new account will be accessible in alone four markets to start: Austin, Cincinnati, Dallas, and Virginia Beach. But there are affairs to cycle out commitment to added markets after this year, and it allegedly won’t be continued afore Whole Foods commitment will be accessible wherever there is a Whole Foods Market.

Kroger needs an able acknowledgment to this challenge. As the better pure-play bazaar alternation in the country with about 2,800 stores, authoritative it decidedly above than Whole Foods’ 470 stores, it still lacks a able grocery commitment arrangement that can supplement its click-and-collect ClickList auto service. Because Amazon seems absorbed on accretion its own bazaar footprint, both online and in concrete locations, Kroger needs a new, articular strategy.

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There are hints Kroger is at atomic adorable in that direction. It was afresh appear that the bazaar alternation was in acquaintance with Amazon rival Alibaba (NYSE: BABA), the Chinese e-commerce belvedere that is additionally reportedly adorable for a ballast in the U.S. to claiming its competitor. Although it was apparent mostly as an access for Kroger to aggrandize into China, a partnership with Alibaba would accomplish aloof as abundant sense, if not more, for a accommodating action actuality in the U.S.

Those talks allegedly went nowhere, but Alibaba isn’t the alone comedy Kroger can make. In fact, the bazaar behemothic has several opportunities available.

When Amazon appear its accretion of Whole Foods aftermost summer, retail and supply-chain adviser Brittain Ladd appropriate Kroger had several paths accessible to it, not atomic of which was a affiliation or accord with either Costco (NASDAQ: COST) or Target (NYSE: TGT). Kroger is one of several chains that he believes charge to “think big” and go above aloof incremental change.

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Ladd has said Amazon could actual able-bodied be the better grocery abundance cast by 2030, and it could finer do so by accepting Target itself, which would accord it the cast it needs and acquiesce it to accessible Whole Foods food central Target. Kroger needs to bang first.

Kroger agent in the aftermath department

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Image source: Kroger.

A accord with Costco would accord the bazaar baton barn and accomplishment capabilities that could about-face its grocery food into administration centers, agnate to what Walmart (NYSE: WMT) has done with its 4,000 U.S. stores. It’s acceptable one of the affidavit Kroger was adorable to access Boxed, the cipher online bulk-order warehouse. That Boxed reportedly rejected the advance in favor of soliciting an action from Amazon suggests that if Kroger wants to anticipate big and alfresco the box itself, aing Costco ability be an option.

Particularly in ablaze of Target’s contempo accretion of commitment account Shipt, a advocacy Ladd fabricated aftermost summer, the accumulation baron could be an adorable applicant for Kroger as well. Target’s 1,800 food would advice absolute the nation in a way that would accomplish it difficult for Amazon to counter. That it would additionally accumulate the banker out of Amazon’s easily additionally commends the strategy.

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As Ladd suggests, a accord amid Kroger and Target would accord the closing “access to the best grocery banker in the United States, and Kroger would be able to actualize a near-endless alley of grocery and retail articles for their customers, appropriately accretion Kroger’s amount proposition.”

Kroger seems to appetite to do this on its own, abacus accoutrement and exploring store-in-store shops with Ace Hardware. It ability not be as absolute as a affiliation or accord with Alibaba, which would span food, merchandise, and technology, but a cardinal accord or accord with either Costco or Target could be the big abstraction Kroger needs to accumulate Amazon and Whole Foods Market at bay.

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John Mackey, CEO of Whole Foods Market, an Amazon subsidiary, is a affiliate of The Motley Fool’s lath of directors. Rich Duprey has no position in any of the stocks mentioned. The Motley Fool owns shares of and recommends Amazon. The Motley Fool recommends Costco Wholesale. The Motley Fool has a acknowledgment policy.

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