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June 4, 2021, 12:39 p.m. ET Nick Fraser would regularly start his grocery picking shifts at the local Fred Meyer store at 4 or 5 a.m. Upon arriving at the Kroger-owned chain, Mr. Fraser, who lives in Salem, Ore., would begin fulfilling online orders, zipping through aisles with a hand-held device and scanning bar codes on everything from cereal and milk to chicken and vegetables. The screen on the device was his guiding light. His goals: to retrieve each item within 30 seconds and to find 95 percent of a customer’s grocery list. “It takes you aisle to aisle, and it’s supposed to take you the minimum amount of steps for efficiency,” said Mr. Fraser, 38, whose job title was “ClickList Clerk.” “But the more you do it, the more you realize it’s not really how they say it is.” Waiting in line at the deli counter and being stopped by customers asking for help would slow him down, and he dreaded lists with seasonal goods, like Christmas treats, because the device would

New yorkUnited statesKevin howardCeleste nocheMax pedrChris tillySteve henigNick fraserNatalia montalvoAliso viejoSapna maheshwariTravis gardinNoell marionWakefern food corpUniversity of california los angelesCoresight research