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To hang onto customers amid intense competition, Kroger is also working to improve the shopping experience and differentiate itself from the pack. For example, the company has cut down on checkout wait times and has a loyalty program that offers customers discounts based on past purchases. In select locations, it also has "cheese masters," or associates who wear red jackets and offer customers expertise on cheese selections. The Cincinnati-based company says it will boost capital spending and approved a $500 million share buyback program. Kroger shares rose $1, or 4.3 percent to close Tuesday trading at $24.43, after rising as high as $24.84 during the session, their highest level since the summer of 2011. Kroger operates more than 2,400 supermarkets in 31 states.
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