Customer loyalty programs are nothing new to grocery giant Kroger Company, having been in place now for decades. But today’s changing shopping landscape and demands for added convenience and faster service have advertisers searching for the best ways to reach customers.

Mark Johnson, CEO of Loyalty360, spoke with Vice President of Product Strategy & Innovation at Kroger Precision Marketing at 84.51°(KPM), Michael Schuh, about the challenges brands face in the growing digital shopping universe and what KPM is doing to service those brands.

KPM Encourages Brands to Engage with Online Customers

KPM was founded five years ago as the retail media business of Kroger powered by 84.51° data science The organization aims to unleash first-party data assets for the advertising ecosystem to encourage brands to engage with customers across all digital channels in a meaningful and impactful way.

“We are about driving the right media accountability and effectiveness for brands by closing the loop between media exposure and store sales,” says Schuh.

No matter where the media exposure happens - on Kroger digital properties, across the open web, on mobile apps or on streaming platforms - the company aims to tie that exposure back to a sale, in-store, online or in-app. Recently KPM expanded access to on-site advertising inventory, giving advertisers more options to buy product listing ads on Kroger e-commerce sites. On-site advertising inventory is defined as the general product listing results customers see when filling their online shopping carts.

Click here to read the full Loyalty 360 article.