TODAY | October 06, 2012
>>> this morning, adding clothing to your grocery list. you're probably used to buying grows ris at discount retailers, but what about shopping for things like jeans at a supermarket? it could soon come to a supermarket near you. katy tur has details.
>> reporter: walk down the aisles at kroger marketplace in mansfield, ohio, and you'll notice something a little different. just steps from the milk, sight and sounds -- oh, deep purple . fantastic.
>> reporter: you don't usually find at a supermarket. basket full of groceries, linda and darrell are now considering some jeans. but not just any jeans. jeans that fit them perfectly.
>> we're retired, so we have to watch our pennys, and if i watch -- food or clothing either one, i have to make my dollar stretch.
>> reporter: pinch pennies, but not style. lucky for mom, though, picky isn't a problem with prices like these.
>> we've got a 12-year-old and 13-year-old, so they find everything that's fashionable and fits our budget.
>> reporter: kroger believes it won't just fit budgets and style, but also convenience. are customers going to come in here and buy a head of broccoli and maybe buy a new blouse?
>> that's the idea. if they come in here needing produce and they think oh, by the way, my favorite blouse got a hole in it or my daughter is outgrowing her onsies, they can buy that, too.
>> reporter: places like welcome and target have been doing it for years. back in 2000 , 2/3 of groceries were bought in traditional supermarkets. now that number is only about half. still, kroger hopes that people that do come through these doors will put a little something extra into their carts.
>> so you have the targets, k-marts, walmarts who are now competing with the grocery stores , so the grocery stores are saying hey, wait a minute, if they can do that to us, why can't we do that to them?
>> yes, kroger can build it, but will the customers come? not everyone is convinced.
>> somehow mixing food and trying on clothes just doesn't go together.
>> reporter: kim crow owns a boutique in cleveland. she warns that there's a lot more psychological backage to clothes than a head of broccoli.
>> i need a cocktail and my hand to be held when i'm buying den nil and i don't think you'll get that at kroger .
>> reporter: mom of five jennifer lamp is also spectacle.
>> i would not come to kroeger to buy an outfit.
>> reporter: but that didn't stop her from buying a couple raincoats for her kids. a convenient checkout that may cast out all of those doubts. for "today," katy tur, mansfield, ohio.