CINCINNATI, OH - In an effort to better engage the company’s consumers, Kroger’s insights firm has acquired predictive analytics company, Market6. Market6 provides extensive capabilities in data, insights, and customer experience for over 1,000 retail and supplier clients. With Market6, suppliers will now have a single provider for Kroger-specific product movement data and customer insights to better understand customer preferences.
“Every decision we make focuses on engaging customers where, when, and how it matters most to them. Market6’s technology and people will be key to further enhancing how we communicate with Kroger customers in the most personalized and relevant ways,” explained Stuart Aitken, CEO, 84.51°.
As we reported previously, 84.51° was created in April 2015 when The Kroger Co. purchased the remaining fifty percent of its joint venture with dunnhumby/Tesco PLC. Market6 is Kroger’s fourth technology acquisition in less than two years, according to Gannet’s Cincinnati.com, having most recently spent $280 million on the Florida-based Vitacost.com before the dunnhumbyUSA acquisition.
“Our company vision has always been about enabling collaboration between retailers and suppliers in order for them to better serve their customers. We believe that the combination of Market6’s collaboration platform and 84.51°’s customer insights will be a catalyst to help Kroger and its suppliers to realize this vision,” added Dave McLean, Executive Chairman, Market6.
According to a press release, Market6 uses a proprietary web-based collaboration platform, which allows it to focus on optimized inventory, execution of more effective promotions, and optimization of new product introductions and lower incidences of out of stock items in store.
Will Kroger continue to build its portfolio of tech-based companies? Keep watching for more updates as the company continues to develop its consumer data programs.
