n the rapidly evolving retail landscape, data-driven insights are at the core of transforming customer experiences. At the forefront of this transformation is 84.51°, a subsidiary of Kroger that combines retail data science, analytics, and media to deliver personalized shopping experiences. To explore their approach, we spoke with Becky Eldredge, Vice President of Commercial Loyalty at 84.51°, about the company’s strategies and the key trends shaping retail loyalty programs today.

A Foundation in Retail Data Science

“At 84.51°, we leverage cutting-edge science to create personalized experiences for shoppers across the U.S.,” Becky shared. As a wholly owned subsidiary of Kroger, 84.51° benefits from direct access to first-party retail data from nearly half of U.S. households and over two billion transactions annually. This allows the company to build data-driven solutions that power Kroger’s customer experience while supporting consumer packaged goods (CPG) companies, agencies, publishers, and other partners.

Integrating AI to Enhance Engagement

Artificial intelligence (AI) plays a pivotal role in driving customer engagement. While Becky acknowledged that she isn’t directly involved in AI development, she emphasized that 84.51° is actively exploring ways to responsibly implement emerging technologies. “Our data scientists are continuously evaluating technologies to ensure we can leverage them in ways that make the most sense for our customers,” she noted.

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