Retail giant Kroger has announced the launch of a new prod­uct which aims to pro­vide brands and sup­pli­ers with more trans­par­ent sales attri­bu­tion.

The new fea­ture, from Kroger Pre­ci­sion Mar­ket­ing (KPM), the company’s media adver­tis­ing busi­ness, will mean brands can view in-store and online sales results attrib­uted to cam­paigns across Kroger prop­er­ties, with Kroger apply­ing only 100% ver­i­fied trans­ac­tions from in-store and online cus­tomers.

For mar­keters hop­ing to deter­mine whether their prospect’s inter­est and sub­se­quent sale was piqued by a phone ad, online ad, or anoth­er chan­nel, things may have got­ten eas­i­er.

The solu­tion utilis­es Microsoft’s Pro­moteIQ prod­uct, based on the eCom­merce start­up acquired by Microsoft last year. Pro­moteIQ offers a ‘pow­er­ful tech­nol­o­gy suite’, as the com­pa­ny puts it, not­ing the trend of retail­ers opt­ing to take con­trol of native adver­tis­ing.

The Pro­moteIQ com­merce mar­ket­ing plat­form cur­rent­ly pow­ers var­i­ous spon­sored prod­uct adverts on Kroger web­sites and mobile apps, as a blog post from Alex Sher­man, CEO and co-founder of Pro­moteIQ, explained. “Whether the pur­chase is made in-store with cash or online via cred­it card, brands are now able to track shop­per impact of their ad cam­paigns all the way through to pur­chase,” wrote Sher­man. “As a result, mar­keters can now bet­ter under­stand cam­paign per­for­mance and opti­mise media invest­ment against true return on ad spend.”

“The dig­i­tal adver­tis­ing world is plagued with inac­cu­rate data. It has forced mar­keters to ask tough ques­tions about their media choic­es,” added Cara Pratt, VP com­mer­cial and prod­uct strat­e­gy for Kroger Pre­ci­sion Mar­ket­ing at 84.51. “KPM has vowed to be a trans­par­ent and account­able media part­ner to [con­sumer pack­aged goods providers] and Microsoft Pro­moteIQ has been an impor­tant addi­tion for us to do that.

“We have the best data, the right exper­tise, and the tools to mea­sure busi­ness impact,” said Pratt.

Kroger’s move to Microsoft should not come as a sur­prise. At the start of last year, the com­pa­ny was one of var­i­ous retail­ers who signed cloud con­tracts with Microsoft Azure. The move saw two pilot stores in Ohio and Wash­ing­ton be equipped with smart tech­nol­o­gy to improve cus­tomer expe­ri­ence, as well as putting togeth­er ‘retail as a ser­vice’ offer­ings.

The move did not get as many head­lines as it should have. Albert­sons’ move to Azure at a sim­i­lar time caused rip­ples as a result of CIO Anuj Dhan­da not­ing Azure was cho­sen, among oth­er rea­sons, for not being a com­peti­tor. Kroger, along­side Albert­sons’ and Wal­greens Boots Alliance, were there­fore seen as retail­ers look­ing to eschew Ama­zon for wider tech­no­log­i­cal ini­tia­tives.

Amazon’s immi­nent move into the gro­cery busi­ness should not be seen as alto­geth­er bad news for Kroger, accord­ing to Mot­ley Fool writer James Brum­ley. Writ­ing in Novem­ber, Brum­ley argued Kroger has an already estab­lished phys­i­cal retail foot­print, is embrac­ing tech, and its man­age­ment under­stands the land­scape.

“[Kroger] may not have been entire­ly ready for the advent of Ama­zon Fresh or Walmart’s for­ay into kerb­side pick­up, but the icon­ic gro­cery store chain is now meld­ing tech and food shop­ping just as well as Ama­zon like­ly will,” wrote Brum­ley.

Inter­est­ed in hear­ing lead­ing glob­al brands dis­cuss sub­jects like this in per­son?

Find out more about Dig­i­tal Mar­ket­ing World Forum (#DMWF) Europe, Lon­don, North Amer­i­ca, and Sin­ga­pore.  

Related Stories

Source link