W. McMullen
Analyst · Barclays
Thank you, Kate, and good morning, everyone, and thank you for joining us today.
With me to review Kroger's second quarter 2017 results is Executive Vice President and Chief Financial Officer, Mike Schlotman.
As you know, Kroger has competed in an ever-changing retail landscape for 134 years. Our success over time boils down to one thing: Our relentless focus on the customer. That focus allows us to deepen our connection with customers and create shareholder value. The customer remains the center of everything we do.
The 4 core elements of our Customer 1st Strategy are as relevant today as they were when we first introduced them. How we invest each year to drive customer engagement changes regularly based on customers' changing needs and wants. This showed in our second quarter results as we returned to positive identical supermarket sales growth and both loyal and total households increased. Traffic was up, unit movement was up and market share was up. Our customers' perception of our prices is excellent and they continue to get even better.
Based on our second quarter results and expectations for the balance of the year, we have confirmed our annual net earnings guidance. The operating environment will continue to be incredibly dynamic, but more importantly, customer behavior is changing faster than ever before.
For the last few quarters, we've talked with you about our expanded view of all the food our customers eat and how we've been working to redefine the market as share of stomach rather than share among traditional grocery stores. We know that the massive $1.5 trillion U.S. food market creates a unique and sustainable growth opportunity for Kroger. You'll see changes in the way we go to market as a leading indicator of the lens through which we view our market. We see anyone who sells food as competitors in the future.
Kroger has a history of successfully evolving to meet our customers' changing needs because we put the customer at the center of everything we do. We are transforming today, too. We are reprioritizing and accelerating investments in our Customer 1st Strategy in order to anticipate and meet rapidly evolving consumer demands to shop with us for anything, anytime, anywhere.
Our transformation is all about redefining the customer experience. As our business continues to improve, we remain committed to delivering on our guidance for 2017 and believe we have the ability to grow identical supermarket sales and market share in 2018 as well.
In this dynamic operating environment, we will continue to provide annual guidance as we've done for many years, but we'll no longer provide longer-term guidance. This will provide needed flexibility in how we invest to position us for the future success. We look forward to getting into the details of our goals and priorities at our upcoming Investor Conference in October.
But in the meantime, I'd like to begin to create a vision by sharing several ways we are redefining the customer experience to be America's inspiration and destination for everything food. We're doing this by combining our knowledge of food and our ability to personalize through the use of data analytics. We're doubling down on digital and we're leveraging new and ongoing partnerships to deepen our connection with customers and drive revenue.
I'll take a few moments to share more about each of these areas where we have deep credibility from our past and are aggressively developing for our future. Food retailing is more exciting than ever before, especially as more of us become foodies. Customers have nearly an unlimited number of options when you combine tastes, flavors and types of meals with the growing number of food outcomes that consumers are focused on. Those outcomes might include eating for health or for enjoyment, for example, or lifestyle or performance reasons.
Kroger is uniquely positioned to be the partner our customers turn to for their meal needs because we know food and we know our customers better than anyone. Meals have always been our expertise. Kroger's often the one driving change and innovation behind the scenes. We are very proud of the role we played for over a decade in making natural and organic products more affordable and accessible to America, especially for shoppers on a budget. We've always believed that our customers shouldn't have to pay higher prices just because a product is natural or organic.
We developed our Simple Truth brand to be honest, easy and affordable because our data told us this was a great customer need in the marketplace. Today, Simple Truth is the biggest natural and organic brand in the country by volume. This market continues to provide a robust opportunity for Kroger.
Similarly, our culinary innovation team is bringing truly affordable and an incredibly tasty meal kits to American households through our Prep+Pared offering. Just last week, we announced that we were expanding our offering of Prep+Pared to more than 50 stores in 3 of our divisions: Cincinnati, Louisville and Ralphs.
Across Kroger, we know our customers better than anyone. We have a 13-year advantage of using data insights to connect with customers. Data analytics are fully integrated in our business as 84.51° helps us make merchandising, operations and marketing decisions. In the last year alone, Kroger has made more than 3 billion personalized recommendations to customers through product offerings, promotions, recipes and more.
Data analytics is helping us win with our brands by identifying the best products to bring to market based on customer behavior and taste trends. Research by an independent third party shows us that our customers favor our brands over national brands and competitor offerings. The strength of our brands is what our customers realize Kroger quality is superior and at a very affordable price. It truly is quality without compromise. Kroger's customers get the best and most innovative quality at the best prices. We will build this momentum to be the premier private label destination in America.
Combining our love of food with our data expertise allows us to offer content that inspires. We recently launched a new My Recipes feature on Kroger.com that serves up a personalized selection of suggested recipes. The recipes offer greater diversity of meal ideas, all based on your individual purchase behavior. Our growing collection of recipes is also searchable by a variety of filters, including seasonality, world cuisine, meal or dish type and cooking style.
While online recipes are not new, serving them up on a personalized recipe for your family is, and customers and your family will love the new offerings, and this is distinctively Kroger. Personalized recipes are just one example of how we're bringing the combination of food and data together to create new and highly relevant customer experiences, especially through digital and e-commerce.
Customers expect a great shopping experience and the ability to interact with us digitally or online in a seamless way. Our digital efforts are all about making things easier for our customers and providing personal, affordable and exclusive options that fit their needs. This includes our mobile app, for example, in addition to Vitacost.com, ClickList, ExpressLane and home delivery.
Today, we have more than 25 million digital customer accounts. As we said in our press release, our total digital sales are up 126%, driven by ClickList. We operate more than 813 ClickList and ExpressLane locations, offering the convenience of online ordering and curbside pickup. By the end of the year, we will offer this service at more than 1,000 locations. Customers continue to respond exceptionally well to ClickList.
We know that in the future, more customers will want the option of home delivery. So we are also testing various home delivery models with companies like Uber, Shyp and on our own in more than 150 stores. We will keep making these strategic investments to serve customers anything, anytime, anywhere in the near future.
With new entrants in a fragmented market, we are also transforming our business and building partnerships to deepen our relationship with and create value for our customers. We've been preparing for new market entrants for years, and the fact that Kroger is trusted by more than 60 million households annually is a great strength when customers have more food choices than ever before.
We continue to gain share in key categories like natural foods, produce and fresh prepared foods. We will continue to focus on growing our core business to generate free cash flow and deepen our personal connection with customers. These changes also create opportunities to work with our existing partners to deliver more value for customers and to identify new partnerships to create alternative revenue streams.
Now, here is Mike to share more details on our second quarter results and to walk through changes to our capital allocation process and long-term guidance. Mike?