Kroger Precision Marketing Builds In-House Advertising Platform to Power the Future of Retail Media

The retail media business of Kroger is expanding talent and capabilities to improve shopping experiences and increase advertising performance.

CINCINNATI, OH / ACCESSWIRE / June 28, 2023 / Kroger Precision Marketing (KPM), the retail media business of Kroger powered by 84.51°, is building the next generation of advertising technology in-house. The new KPM advertising platform will accelerate the ability for retail data to improve shopping experiences while also making it easier for advertisers to activate, measure, and optimize campaigns.

The new self-service platform will initially encompass Kroger’s existing product listing ads and onsite display advertising. It will later power KPM’s entire retail media service portfolio.

“Retailers are creating the consumer-first future of advertising,” said Cara Pratt, Senior Vice President of Kroger Precision Marketing. “We know we need to remove friction from the retail media buying process. Building a new foundation of integrated technology empowers brands and agencies to maximize retail media’s potential. Together, we will deliver a more convenient, personalized, and inspirational shopping experience.”

Retail media emerged with fragmented advertising systems for different media channels. By building an in-house advertising platform, KPM will offer a more unified marketing strategy between various on-site and offsite media channels. The new platform will also pave the way for greater interoperability with other media activation and management software.

As a self-service advertising platform, initial capabilities will allow clients to:

  • Reach relevant audiences using search-based insights and custom ad groups.
  • Design, iterate, and activate creative messages within the platform.
  • Customize and save multiple creative templates by brand and product.
  • Optimize all campaign elements including budgets, messaging, and flighting.
  • Build reports and boost performance against deterministic retail data – including sales lift, household penetration and unit lift.

All advertisers will be able to transition to the new platform before the end of 2023. Advertisers using

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Kroger used millions advertising its own peanut butter—why?

This year’s AFC Championship Video game experienced everything—Joe Cool, a maintain-your-upper body, match-profitable area goal, and…Kroger-brand peanut butter?

Which is suitable. Kroger, the major supermarket operator in the place, spent $2.5 million, for each iSpot estimates, on an advertisement that emphasised the brand’s own personal-label products, about a fifth of what Kroger expended nationally in 2022. “When you get demonstrated high-quality at reduce-than-very low rates with Kroger brand name solutions, it feels like you’re successful,” the ad’s voiceover said.

It was not the 1st time Kroger marketed in the course of an NFL match. However, this game was a shot at the Super Bowl for the Bengals, the home crew for the Cincinnati-based mostly grocer, Marisa Cranswick, integrated media strategy guide at Kroger, stated. “The stars aligned,” she informed us.

But it also arrives at a time when non-public labels are acquiring a minute. Several purchasers have turned to them in reaction to inflation, in accordance to a modern IRI report. Stores have responded, increasing their personal-label offerings and on the lookout to “lure cost-acutely aware customers,” in accordance to the Wall Avenue Journal.

Kroger CEO Rodney McMullen mentioned in the course of the company’s Q4 earnings get in touch with that the “quality and worth proposition” of the retailer’s private-label portfolio, which it phone calls Our Models, “is especially essential when inflation is affecting so a lot of of our customers’ life.” “We will keep on growing Our Brands to more types with revolutionary merchandise offerings,” he said, noting that income in the class grew 10% calendar year above 12 months.

It isn’t little peanuts—Kroger produced nearly $28 billion in revenue from its non-public-label makes alone in 2021, according to the retailer, which brought in almost $140 billion in gross sales that yr. Suffice to

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