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Kroger Precision Marketing Brings Dynamic Product Recommendations and Sales Reporting to Meta Campaigns

June 19, 2024

The ad units enable lower-funnel activations in Facebook and Instagram using Kroger’s retail media audiences and measurement.

CINCINNATI, OHIO – June 19, 2024 – Kroger Precision Marketing (KPM) announces new Meta advertising capabilities which personalize product recommendations and optimize performance towards online Kroger sales. Applying KPM’s unique retail insights to Meta ads creates new ways for brands to inspire shoppers by providing a list of recommended products within the ad unit.

Consumers are looking for ways to make shopping easier while saving money. Using Kroger Precision Marketing to run ads on Meta brings value and product promotions directly into the communities where people spend time and seek information.

“We’re excited to bring this retail media capability to life with Meta,” says Cara Pratt, Senior Vice President, Kroger Precision Marketing. “By working with Meta, Kroger Precision Marketing can customize product recommendations and fuel conversion campaigns through sales-optimized media."

In addition to traditional media metrics, advertisers see aggregated reporting on retail sales metrics like online purchases. The capability will be available to all advertisers later this summer and feature:

  • CUSTOM PRODUCT CATALOGS. Personalized ads for every relevant user with products dynamically selected from the advertiser’s catalog.
  • SHOPPABLE ADS ON META. Consumers see a product list curated by the brand and then click directly into a Kroger shopping experience.
  • CONVERSION-BASED OPTIMIZATIONS. Ads are optimized for specific online conversion events such as add to cart and checkouts.
  • PRODUCT-LEVEL REPORTING. KPM will report online sales at the promoted product level. Offline sales are expected to be added to reporting later this year.

“Media optimizations rooted in retail sales are essential for brand growth,” continues Pratt. “This collaboration with Meta is one more way we are enabling relevant reach, actionable content, and measurable performance across the media landscape.”

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