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Kroger unveils marketing platform

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CINCINNATI — Kroger Co. rolled out a new consumer packaged goods search service that connects its acumen in data and personalization.

The self-service marketing platform, called Boosted Products in Search, allows CPG brands to reach digitally savvy shoppers with “hyper-relevant” products in search results across Kroger digital properties, as well as view performance in real time.

Brands have the ability to promote their online assortment with Product Listing Ads (PLAs) through the Kroger Precision Marketing platform by balancing cost-per-click bid pricing, customer relevancy and in-flight performance optimization. Native product integration will take SKUs appearing within search results, or within relevant categories, and feature them in high-visibility slots for the customer.

“As part of Restock Kroger, we are committed to partnering for customer value and redefining the grocery customer experience. Kroger Precision Marketing is an alternative revenue stream for Kroger and provides brands the platform to offer a more personalized online experience to Kroger customers through digital innovation,” said Yael Cosset, Kroger’s chief digital officer.

Powered by personalization science by 84.51°, this new capability will revolutionize the way brands interact with Kroger customers online and is projected to increase sales and basket size; enable product discovery for customers; and tap into unique, previously unavailable marketing channels. Sciences will deliver a rewarding customer experience through household-level personalization integration and a machine learning-driven quality score which occurs in real time, accounting for store-level inventory, promotions and shifting consumer ­preferences.

“Our private marketplace model will provide more transparency, more control and better performance for our CPG partners,” said Cara Pratt, vice president of customer communications at 84.51°.


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