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The CPG Guys, Sri & PVSB, are joined in this episode by Nancy Winé, VP of Advertising Sales for 84.51, a retail data science, insights and media company that helps the Kroger company, CPGs, agencies, publishers and affiliated partners create more personalized and valuable experiences for shoppers across the path to purchase. Powered by cutting edge science, they leverage 1st party retail data from nearly 1 of 2 US households and 2BN+ transactions to fuel a more customer-centric journey utilizing 84.51° Insights, 84.51° Loyalty Marketing and their retail advertising solution, Kroger Precision Marketing.
Follow Nancy Winé on LinkedIn at: https://www.linkedin.com/in/nancy-wine-6518689a/
Follow 84.51 on LinkedIn at: https://www.linkedin.com/company/84-51/
Follow 84.51 online at: http://8451.com
Follow Kroger Precision Marketing online at: http://krogerprecisionmarketing.com
Nancy answers these questions:
1) Can you help bring us up to speed on what 84.51 has been up to since it was established in 2015?
2) Please dimensionalize the data asset that 84.51 is managing for Kroger. How many customers? % of spend captured with HH identification? Average # of transactions and the like. What does this all mean for brands seeking to leverage your capabilities to efficiently engage Kroger customers?
3) Why is purchasing behavior a superior way to target customers for messaging…better than demographics and even search terms in many cases?
4) Looking at your on-site retail media, what are the offerings that brands can leverage and what are the targeting capabilities? What type of auction system do you offer for featured search? How does your team assist brands in their investment strategies?
5) What is Kroger Stratum and how do brands working with Kroger leverage this to inform their targeting efforts through Kroger Precision Marketing?
6) Recently, Kroger announced the introduction of its new Private Marketplace for offsite targeted messaging. Would you please walk us through how this supports brand tech stacks in serving up personalized media?
7) How does Kroger/84.51 deliver ROI measurement to all of your retail media solutions, on & off-site?
8) What is the best way for brands of any size to get into Kroger’s retail media solutions?
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