Kroger enables pinpoint marketing on Pinterest

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Kroger enables pinpoint marketing on Pinterest

By Dan Berthiaume - 03/14/2019
The Kroger Co. is making it easier for brands to target its shoppers on Pinterest.

Kroger and Kroger Precision Marketing, a marketing subsidiary it runs in partnership with customer intelligence firm 84.51°, are launching a strategic integrated media and measurement partnership with Pinterest. This relationship enables advertisers to leverage Kroger's first-party data for targeting on Pinterest.

As a result, Kroger seeks to allow brands to effectively track its customers from initial digital discovery of a product to purchase, via closed-loop measurement. The grocery giant says brands can connect with millions of its customers on the Pinterest platform. Kroger data indicates the retailer captures 96% of all transactions through its loyalty card.

Kroger and Pinterest are expanding their relationship after several successful campaigns in 2018. As an example of how the program works, one pilot campaign targeted shoppers to drive engagement in the Greek yogurt category. Results showed a 53% increase in traffic, while also lowering cost per engagement rates by 15%.

"Our intentions are simple; we want to enable brands to create engaging moments with consumers in an effective and efficient manner,” said Cara Pratt, VP of customer communications product strategy & innovation at 84.51. “We are excited to blend the inspiration delivered on Pinterest with our rich customer intelligence and connection to commerce, driving meaningful value for advertisers.”

"We are excited to combine the scale of Kroger, the largest domestic grocery retailer, and Pinterest, a visual discovery engine, to deliver a personalized, contextually relevant and inspired experience for Kroger shoppers," said Arthur Sevilla, CPG strategy lead at Pinterest.