KPM Pacvue Summit

Practical Action Items from the Pacvue + Kroger Summit

January 24, 2025

Kroger Precision Marketing is committed to making it easier for brands to activate data-fueled advertising. Our relationship with Pacvue empowers brands to combine the precision of Kroger’s first-party retail data with the advanced tools and efficiency of Pacvue’s commerce acceleration platform.

At a recent Pacvue + Kroger Summit, advertisers learned how to harness the power of retail media to achieve stronger outcomes. From applying purchase insights to tapping into cutting-edge tools for campaign optimization, the summit offered practical steps to help brands maximize their investment in retail media.

Here are the top takeaways for maximizing advertising through Kroger and Pacvue:

1. Use retail media to drive incremental growth

KPM’s first-party data provides a foundation for building campaigns that connect with shoppers and deliver measurable results.

  • Activate insights to target new and lapsed households: On-site ads drive growth, with 70% of onsite display ad impressions coming from new households, according to Claire Straus, Advertising Director at KPM.
  • Expand reach with audience segments: Use KPM’s lifestyle-based segments, such as “grilling enthusiasts” or “price-conscious shoppers,” to tailor messaging for maximum engagement.
  • Focus on incrementality: Measure the impact of campaigns to ensure growth isn’t just shifted from existing customers but truly expands your brand’s footprint.

2. Layer on-site and off-site media for greater impact

Use a holistic media strategy to capture shoppers across their purchase journey.

  • Combine placements: Using multiple ad formats—such as search, on-site display, and in-store ads—can reach 4X more unique households than relying on a single channel.
  • Use off-site media: KPM’s off-site programmatic solutions reach shoppers across connected TV (CTV), social platforms, and more.
  • Align messaging across channels: Ensure creative assets and audience strategies work seamlessly whether shoppers are browsing onsite or seeing your ads elsewhere online.

3. Build strong retail relationships to tackle complexity

The retail media landscape is evolving quickly, and collaboration is critical to staying ahead.

  • Align objectives across stakeholders: Success requires collaboration among shopper marketing, e-commerce, and brand media teams. Ensure everyone is aligned on KPIs and strategy.
  • Use feedback to shape campaigns: KPM actively incorporates advertiser feedback into product roadmaps. Keep an open dialogue with the KPM and Pacvue teams to influence future capabilities.
  • Leverage shared frameworks: Establish clear roles and responsibilities within your team and with agency partners to streamline execution and maximize results.

4. Streamline workflow with automation tools

Manage and scale your retail media campaigns faster with existing tools:

  • Precision Audiences: Build custom audiences or use pre-built segments and activate them seamlessly across media.
  • Smarter Bidding: Use Kroger’s pre-bid algorithms to identify and target high-value shoppers before spending a dollar on off-site media.
  • Keyword Boosting: Enhance your search strategy by bidding on specific keywords to improve visibility in highly competitive categories.

Final thoughts

The Pacvue + Kroger collaboration is paving the way for advertisers to unlock the full potential of retail media. By combining Kroger’s retail data with Pacvue’s advanced tools, brands can streamline workflows, optimize campaigns, and achieve greater business outcomes.

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