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Kroger puts its data science prowess to work for brands

“Boosted Products in Search” platform raises digital visibility of CPGs

Russell Redman

May 31, 2018

2 Min Read
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Next week, The Kroger Co. plans to launch a new consumer packaged goods search service that harnesses its acumen in data and personalization.

The self-service marketing platform, called Boosted Products in Search, will enable 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, Kroger said Wednesday.

Through Boosted Products in Search, available June 4, brands will be able to promote their online assortment with Product Listing Ads (PLAs) via the Kroger Precision Marketing Powered by 84.51° platform by balancing cost-per-click bid pricing, customer relevancy and in-flight performance optimization, the supermarket retailer said. Native product integration will take SKUs coming up in search results, or within relevant categories, and spotlight them in high-visibility slots for customers.

Kroger subsidiary 84.51° unveiled the Kroger Precision Marketing cross-channel media solution last October as a way to develop more relevant customer campaigns across Kroger’s digital ecosystem. The data science unit — whose name reflects the longitude of Kroger’s Cincinnati headquarters — was formed in 2015 after Kroger acquired the balance of “customer science” firm dunnhumby, its joint venture with U.K. food retailer Tesco.

Related:Kroger bites into meal kits with Home Chef acquisition

"As part of Restock Kroger, we are committed to partnering for customer value and redefining the grocery customer experience,” Kroger Chief Digital Officer Yael Cosset said in a statement. “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.”

The company noted that, through Restock Kroger, it has ramped up its technology spending this year in a number of areas, including digital shopping, merchandising, in-store technologies, health and wellness, and payments.

Boosted Products in Search stands to grow sales and basket size, enable product discovery for customers and tap into previously unavailable marketing channels by changing the way that brands interact with customers online, Kroger said. 

The new capability, driven by 84.51° personalization science, is expected to enhance the customer experience via household-level personalization integration and a machine learning-driven quality score that occurs in real time, accounting for store-level inventory, promotions, shifting consumer preferences and seasonality. That will drive the search results algorithm and influence the priority ranking of boosted products for customers, according to the company.

Related:Kroger allies with UK online grocer Ocado

"Our private marketplace model will provide more transparency, more control and better performance for our consumer packaged goods partners,” said Cara Pratt, vice president of customer communications for 84.51°. “Kroger customers will see more relevant ads and offers being served to them, and CPG companies will benefit from a more connected and streamlined approach to reaching their consumers.”

About the Author

Russell Redman

Senior Editor
Supermarket News

Russell Redman has served as senior editor at Supermarket News since April 2018, his second tour with the publication. In his current role, he handles daily news coverage for the SN website and contributes news and features for the print magazine, as well as participates in special projects, podcasts and webinars and attends industry events. Russ joined SN from Racher Press Inc.’s Chain Drug Review and Mass Market Retailers magazines, where he served as desk/online editor for more than nine years, covering the food/drug/mass retail sector. 

Russell Redman’s more than 30 years of experience in journalism span a range of editorial manager, editor, reporter/writer and digital roles at a variety of publications and websites covering a breadth of industries, including retailing, pharmacy/health care, IT, digital home, financial technology, financial services, real estate/commercial property, pro audio/video and film. He started his career in 1989 as a local news reporter and editor, covering community news and politics in Long Island, N.Y. His background also includes an earlier stint at Supermarket News as center store editor and then financial editor in the mid-1990s. Russ holds a B.A. in journalism (minor in political science) from Hofstra University, where he also earned a certificate in digital/social media marketing in November 2016.

Russell Redman’s experience:

Supermarket News - Informa
Senior Editor 
April 2018 - present

Chain Drug Review/Mass Market Retailers - Racher Press
Desk/Online Editor 
Sept. 2008 - March 2018

CRN magazine - CMP Media
Managing Editor
May 2000 - June 2007

Bank Systems & Technology - Miller Freeman
Executive Editor/Managing Editor
Dec. 1996 - May 2000

Supermarket News - Fairchild Publications
Financial Editor/Associate Editor
April 1995 - Dec. 1996 

Shopping Centers Today Magazine - ICSC 
Desk Editor/Assistant Editor
Dec. 1992 - April 1995

Testa Communications
Assistant Editor/Contributing Editor (Music & Sound Retailer, Post, Producer, Sound & Communications and DJ Times magazines)
Jan. 1991 - Dec. 1992 

American Banker/Bond Buyer
Copy Editor
Oct. 1990 - Jan. 1991 

This Week newspaper - Chanry Communications
Reporter/Editor
May 1989 - July 1990

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