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The media retail business of Kroger Co., Kroger Precision Marketingpowered by the Cincinnati-based grocer’s 84.51° data science company, partners with Pacvue, an enterprise software suite that allows advertisers to connect to programmatic bidding, analytics and automation on the grocer’s Kroger.com website.
“We are thrilled to partner with Kroger Precision Marketing to open America’s largest food retailer as a new advertising network to our customers. In an omnichannel world, it’s important for brands to invest in the channels where their customers choose to shop. » Pacvue president Melissa Burdick said in a statement.
In the wake of the business solid fiscal first quarter in which Kroger raised its forecast for the full yearthe grocer’s loyalty program is tied to 96% of sales, Pacvue said in a statement.
Advertisers can programmatically manage advertising campaigns on Kroger to “create cost savings, increase 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 able to be boosted in the search results in which they already appear organically”,
“We are thrilled to welcome Pacvue as an API partner, and we look forward to working together to bring new innovations to the retail media industry,” said Michael Schuh, vice president of product strategy and innovation at KPM.
Built by e-commerce veterans and backed by a team of experts dedicated to guiding e-commerce advertisers through new advertising strategies, Pacvue said its Kroger solution has the following features:
- Fully Customizable Dashboards: Brands are able to collect all campaign metrics in one robust and flexible dashboard that can be customized to focus on specific KPIs, such as return on ad sales, cost per click, etc
- Voice Tracking Sharing: 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-powered optimization tools: Brands will be able to save time without sacrificing performance with smart automation tools, AI-powered optimization, day-to-day dispatch capabilities, and bulk operations.
This partnership extends to the “retail media marketplaces that Pacvue already serves, including Amazon, Walmart, Instacart and Target; the integration with Kroger Precision Marketing supports Pacvue’s vision to provide a holistic solution for advertising, marketing automation and retail intelligence to help brands win on e-commerce platforms,” said Seattle-based Pacvue in a statement.
