FAQs

Retail media is a form of advertising that leverages a retailer’s (in our case, Kroger) first-party purchase data to reach shoppers across digital and in-store channels. Its two primary advantages for brands are: precision audiences built with verified purchase behavior and closed-loop measurement that provides greater performance insight.

KPM’s loyalty and incentive portfolio helps brands acquire, retain, and grow customers through personalized shopper engagement. Solutions include loyalty vehicles such as Loyal Customer Mailers and MyMagazine, along with incentive programs like Targeted Digital Coupons, New at Kroger offers, and Custom Direct Mail. Powered by Kroger’s first-party purchase data, these programs connect brands with relevant shoppers while supporting objectives ranging from trial and adoption to retention and loyalty.

Kroger Precision Marketing’s purchase-based audiences can be activated across a wide range of media environments, including Kroger-owned properties, social media, connected TV (CTV), online video, display, audio, influencer marketing, and other offsite advertising platforms. Through both managed-service and self-service solutions, brands can apply Kroger’s first-party shopper data to reach relevant audiences wherever they spend time, while measuring the impact on retail sales.

Kroger Precision Marketing helps brands turn first-party purchase data into actionable consumer insights. Leveraging shopping behavior from Kroger’s loyalty ecosystem, KPM can provide visibility into who shoppers are, what they buy, how often they purchase, which brands they choose, and how behaviors change over time. These insights can help brands better understand category dynamics, identify growth opportunities, build more effective audiences, and inform media, merchandising, and business strategies.

Kroger Precision Marketing applies first‑party purchase data from Kroger’s loyalty ecosystem (62+ million verified households) to build precise, privacy‑forward audience segments for activation and measurement.

Unlike advertising that relies on demographics and third-party signals like browsing history, retail media reaches consumers based on actual shopping behavior. It also provides closed-loop measurement, linking ad exposure directly to verified in-store or ecommerce sales.

KPM measures performance by matching media exposure to real household purchases across in‑store and ecommerce transactions. Our incrementality and closed-loop attribution methods compare exposed and unexposed groups to isolate true impact. This approach aims to provide an accurate, accountable read on how your media shapes shopper behavior.

The Kroger Ad Platform (KAP) is our unified self‑service advertising platform. It’s where brands and agencies plan, build, activate, and measure retail media campaigns across Kroger’s onsite and offsite inventory.

Kroger Precision Marketing uses hashed identifiers, adheres to platform rules and regional regulations, and employs privacy‑preserving environments (clean rooms) where appropriate. Audience freshness and retention windows help enforce privacy-by-design standards. Kroger Precision Marketing is proudly certified by the Interactive Advertising Bureau (IAB) and Merchant Risk Council (MRC).

Yes! Many non-CPG (also called “non-endemic”) brands can benefit from activating KPM’s purchase-based audiences on social media and display advertising channels through demand-side platforms (DSPs) like The Trade Desk, Yahoo DSP, Google Display and Video 360.