The Kroger Co. is providing brand advertisers access to its first-party purchase data and custom audience segments.
Kroger’s media advertising business, Kroger Precision Marketing (KPM), is teaming up with multi-platform media company Meredith Corp. to offer a new integrated media service designed to help CPG brands make advertising more shoppable. The service will provide brand advertisers with closed-loop sales data from Kroger to leverage in campaigns across Meredith’s portfolio of food and lifestyle properties, including Allrecipes, Real Simple, EatingWell, People, Better Homes & Gardens, and Southern Living.
By combining data science from Kroger and first-party data from Meredith, the service is designed to help marketers identify which shoppers are most relevant to their brands at a specific moment. Kroger will exclusively provide custom reports for participating CPG companies that will directly measure the impact of their campaigns through online and in-store sales, driven by verified exposures.
Participating CPG brands will have access to shoppable display ad units that allow customers to seamlessly add items to their shopping carts and click-to-purchase directly to Kroger. This service will expand upon targeting capabilities of Meredith's proprietary shoppable display and recipe units, designed to provide the most relevant messaging.
"More than ever, consumers are hungry for inspiration and convenience. As America's grocer, millions of customers each day already trust Kroger to help them put dinner on the table," said Cara Pratt, VP of commercial and product strategy, Kroger Precision Marketing. "Now Meredith's premium content and recipes will further help customers to discover products and seamlessly purchase online or in-store."
"This strategic alignment with Kroger speaks to the unmatched potential of bringing content, targeting and measurement together for CPG food partners,” said Alysia Borsa, Meredith's chief data and marketing officer. “It makes our first-party food and lifestyle data set that much richer, granting CPG advertisers direct access to measure the impact of their campaigns on sales at the nation's largest grocer."
Through this collaboration, Meredith and Kroger will co-produce a variety of consumer insights studies throughout the year to shed light on how customers translate inspiration to purchase within food and lifestyle media. Kroger Precision Marketing is based on Kroger’s 84.51°data science subsidiary and its loyalty card program.