Kroger Helps Supplier Marketers with New Transparent Sales Attribution Powered by Microsoft
- by Jordan Okumura
CINCINNATI, OH - Forget the lead-up to Valentine’s Day, this week was a certifiable standout for our industry’s marketers—with BrandStorm™ and now Kroger making major advancements for those on the front lines of merchandising, packaging, and marketing innovation. Kroger’s media advertising business, Kroger Precision Marketing (KPM), unveiled a new investment that is only helping brands further streamline, optimize, and improve their own marketing efforts.
"Kroger has created a seamless commerce experience for shopping in-store or online for pick-up or delivery. And brands advertise on Kroger Precision Marketing because we can influence moments when shoppers are searching and discovering products and do so in an authentic way. We're committed to providing brands a fully transparent view of sales performance rather than just the typical novelty metrics of digital media," shared Cara Pratt, Vice President, Commercial and Product Strategy for Kroger Precision Marketing at 84.51°.
Kroger Precision Marketing is powered by Microsoft PromoteIQ and includes sponsored product listing ads and banner display ads on Kroger websites and mobile apps. According to a press release, Kroger's self-service advertising platform now allows brands to view in-store and online sales results attributed to advertising campaigns across Kroger properties collected by data science from KPM and Microsoft PromoteIQ technology.
"Together, Kroger Precision Marketing and Microsoft PromoteIQ are elevating the expectations marketers can and should have for retail media. The ability to connect onsite media activity to in-store purchases helps marketers understand in a granular way how their marketing efforts with Kroger Precision Marketing are driving tangible business outcomes," said Alex Sherman, Co-Founder and CEO of Microsoft PromoteIQ.
The technology used by KPM and Microsoft PromoteIQ provides marketers the ability to optimize media investment against actual return on ad spend, giving Kroger an edge in the rapidly growing retail media space.
"In a media industry with lots of ambiguity, Kroger Precision Marketing stands out by showing the true incremental impact of advertising, matching ad exposures to verified sales," said Pratt. "Our results are getting noticed by brand marketers and agencies alike, who are excited about our media assets that allow them to create a connection with customers throughout their path to purchase."
The latest development by Kroger’s self-service advertisement platform only builds on the work the retailer has been doing over the last couple of years. In particular, KPM has been a strong performer that has helped hundreds of Kroger suppliers run thousands of campaigns.
How else is Kroger helping its suppliers? As better-built brands continue to make their way to the front of the retailer’s produce aisle and beyond, AndNowUKnow will continue to keep an eye on the latest industry movements.