• by Joe Mandese , Yesterday

Retail marketing giant Kroger and its 84.51° unit have been pioneers in the burgeoning marketplace of data-driven retail media, and now they are combining it with the Kroger’s massive loyalty marketing practice into a single, integrated division dubbed “Kroger Precision Marketing.”

The reorganization combines 84.51° massive database on the performance of Kroger’s retail media operations covering both on-site and off-site digital media, as well as its in-store brick-and-mortar advertising inventory, with data and consumer insights generated by millions of shoppers utilizing its Kroger Plus Card loyalty marketing program.

Aside from aligning its retail media and loyalty marketing teams, the integration is expected to generate better insights about the top-to-bottom of consumer behavior in Kroger’s so-called “full funnel” marketing.

“Consumer insights shouldn’t live in isolation. We’ve built a model that connects discovery, media planning, and measurement -- so brands can test, learn, and optimize in one continuous loop,” explains Kroger Precision Marketing Senior Vice President Christine Foster, who will lead strategy and operations for the integrated unit.

“With consumer behaviors shifting, speed matters. By integrating our insights with media and loyalty services, we’re giving brands the real-time intelligence they need to pivot faster and make confident decisions,” she adds. “These insights aren’t just backward-looking -- they’re predictive. We’re using advanced science to help brands understand what shoppers need next, so they can act before trends become missed opportunities.”