Kroger Co. isn’t taking the heightened competition in the supermarket business from Amazon.com, Walmart and others lying down.

Kroger (NYSE: KR) CEO Rodney McMullen emphasized Kroger’s recent moves in his latest letter to the company’s shareholders, saying Kroger, the nation’s largest operator of traditional supermarkets, is running “several aggressive plays that we haven’t run before.”

It’s building alternative revenue streams by forming partnerships. That includes Kroger Precision Marketing, powered by data analytics subsidiary 84.51, to monetize the media opportunity to reach the more than 9 million sets of eyes in its stores and on its digital properties every day.

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