Parents are raving about ClickList, Kroger's new online-grocery ordering service.
It allows customers to order and purchase from a selection of 40,000 groceries online and then pick them up at a Kroger.
Store employees will pack the items and load them into customers' cars at a designated time. It costs $4.95 for regular orders and $7.99 for expedited ones.
Many customers are praising the service, with parents in particular calling it a game changer. Articles and reviews of ClickList are popping up all over parenting and mom blogs.
"A few months ago I started to see my Facebook feed fill up with busy moms talking about how their life had been changed. Maybe you've heard of a little thing called Kroger ClickList?" one health blogger wrote last month. "I jumped on the bandwagon and tried it. And they are right. It is a game-changer!"
Customers with young children are highlighting the fact that they don't have to leave their cars to get their groceries.
"I used Kroger Clicklist for the second time today," Melodie Shrontz wrote on Kroger's Facebook page. "Huge timesaver for the working mom, and no more dragging fighting kids through the grocery store."
Audra Logan wrote, "Dear Kroger ClickList... You have changed my life. I don't know if I'll ever go in a grocery store again. Ok maybe that's exaggerating but with twins and 20-degree weather, having groceries brought to my car was awesome!!!"
Many shoppers don't have to step foot inside Kroger stores to get their groceries.
Online-grocery ordering has been popular for years in the UK, but it has just started taking off in the US. About a quarter of consumers worldwide say they shop for groceries online, according to a 2015 Nielsen study.
Kroger, the nation's largest grocer, started testing online-grocery shopping in late 2014.
Andrew Wolf, an analyst for the bank BB&T, said last year that the test was off to a "flying start" and "proving more popular than anticipated."
ClickList is or will soon be available in cities including Nashville, Tennessee, Atlanta, Georgia, Louisville, Kentucky, Cincinnati, Ohio, and Murfreesburo, Tennessee, as well as in central Virginia and central Indiana.
But Kroger will have some competition.
Walmart has been expanding tests of its own click-and-collect service for groceries, and AmazonFresh is experimenting with grocery delivery. Startups such as Good Eggs and Relay Foods are also trying to cash in on the trend.