November 28, 2022

Business Update Blog

Kroger Precision Marketing for On-site Advertising Partners

Photograph: Shutterstock

The Kroger Co.’s retail media business, Kroger Precision Marketing, powered by the Cincinnati-based grocer’s 84.51° data science firm, is partnering with Pacvue, an enterprise software suite that gives advertisers connection to programmatic bidding, analytics and automation on the grocer’s website

“We’re excited to partner with Kroger Precision Marketing to unlock America’s largest grocery retailer as a new advertising network to our clients. In an omnichannel world, it’s important for brands to invest on the channels where their customers choose to shop,” said Melissa Burdick, president of Pacvue, in a statement.

On the heels of the company’s strong fiscal first quarter in which Kroger raised its full-year guidance, the grocery retailer’s loyal-shopper program is connected to 96% of sales, Pacvue said in a statement.

Advertisers can programmatically manage advertising campaigns on Kroger to “create cost efficiencies, grow share of voice, and increase sales,” the statement said.

Pacvue said Kroger’s product listing ads are a pay per click solution where brands can set the bid price for individual products within the campaign. “The selected products will be eligible to boost within the search results they organically show up in already,”

“We’re thrilled to welcome Pacvue as an API partner, and we look forward to working together to bring new innovation to the retail media industry,” said Michael Schuh, VP of product strategy & innovation at KPM.

Built by eCommerce veterans and supported by an expert team dedicated to guiding eCommerce advertisers through new ad strategies, Pacvue said its Kroger solution features the following:

  • Fully Customizable Dashboards: Brands are able to collect all campaign metrics in a robust and flexible dashboard which can be customized to focus on specific KPIs, such as Return on Ad Sales, Cost-per-Click, and more.
  • Share of Voice Tracking: Brands are able to gain insights and competitive intelligence not offered anywhere else, with brand-, and product-level tracking of paid and organic visibility on the digital shelf.
  • AI-based Optimization Tools: Brands will be able to save time without sacrificing performance with intelligent automation tools, AI-powered optimization, dayparting capabilities, and bulk operations.
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This partnership expands on the “retail media marketplaces that Pacvue already serves, including Amazon, Walmart, Instacart, and Target; the integration with Kroger Precision Marketing supports Pacvue’s vision of providing a holistic solution for advertising, marketing automation, and retail intelligence to help brands win across eCommerce platforms,” the Seattle-based Pacvue said in a statement.