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Retail Beat: Ahold, Kroger talk about improved shopper targeting

Linda Crowder
Linda Crowder, sales team lead, Peapod Digital Labs, an Ahold Delhaize Co.

In today’s disrupted environment, targeting the right shoppers with the right messages is crucial — not only for attracting new shoppers but retaining existing ones as well. 

That was the message that executives from two supermarket giants — Ahold Delhaize and Kroger — brought to attendees at the recent Path to Purchase Expo in Chicago. Engaging shoppers with relevant messaging and the right brands is key to success in any retail sector. But it holds particular relevance in the hyper-competitive supermarket industry, where traditional grocers such as Kroger must battle the likes of Walmart and Amazon. With so many options available to shoppers, many of them operating 24/7, retailers need to be more focused on their efforts to win over shoppers. 

Ahold is doing just that. Its presentation detailed its efforts to streamline its online initiatives into a universal or “singular” digital platform, powered by Peapod Digital Labs (an Ahold Delhazie Co.). It’s a smart move for the company, which is bullish on e-commerce growth.  It anticipates an increase of more than 30% in e-commerce growth in 2020, 

Path to Purchase Institute members can access more than 1,800 shopper marketing and technology insight articles, more than 14,000 marketing and merchandising images, and detailed retailer profiles — including operations and strategy info. See profiles for Kroger and Ahold Delhaize on

During its presentation, Kroger spoke to attendees about the importance of personalizing messages to shoppers. The speaker noted that Kroger emails have a 40% open rate, because they’re “customized and personalized.”

Ahold and Kroger are both on the right track. Here’s hoping other retailers start paying more attention to how they target shoppers.

Over two days, Nov. 13-14, the Path to Purchase Expo hosted more than 50 educational sessions and learning labs. Coverage of the sessions will be expanded at the Path to Purchase Institute and Path to Purchase IQ.

The show also exhibited innovative media companies and solutions providers. The most innovative were curated by Path to Purchase IQ editors in a program called Show Stoppers.

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