The retail giant Kroger has announced the launch of a new product that will offer brands and suppliers a more transparent sales allocation.
With the new feature of Kroger Precision Marketing (KPM), the company's media advertising business, brands can view in-store and online sales results associated with campaigns in Kroger properties, with Kroger only 100% verified transactions from in-store and online customers.
It may have become easier for marketers who want to determine whether their prospect’s interest and subsequent sale was sparked by a phone ad, online ad, or other channel.
The solution uses Microsoft's PromoteIQ product, which is based on the e-commerce startup that Microsoft acquired last year. PromoteIQ, as the company says, offers a "high-performance technology suite" that recognizes the trend of retailers to take control of native advertising.
The marketing platform PromoteIQ Commerce currently offers various sponsored product ads on Kroger websites and mobile apps blog entry by Alex Sherman, CEO and co-founder of PromoteIQ. "Regardless of whether the purchase is made in cash or online using a credit card, brands can now track the impact of their advertising campaigns on the buyer through to the purchase," Sherman wrote. "This way, marketers can now better understand campaign performance and optimize media investments against the actual return on advertising spend."
“The digital advertising world is plagued by inaccurate data. It has forced marketers to ask difficult questions about their media decisions, ”added Cara Pratt, vice president of trading and product strategy at Kroger Precision Marketing, at 84.51. “KPM vowed to be a transparent and accountable media partner for (consumer goods providers), and Microsoft PromoteIQ was an important addition for us to do so.
"We have the best data, the right expertise, and the tools to measure business impact," said Pratt.
Kroger's move to Microsoft should come as no surprise. At the beginning of last year, the company was one of several retailers to sign cloud contracts with Microsoft Azure, With the move, two pilot stores in Ohio and Washington were equipped with intelligent technology to improve the customer experience and compile retail offers as a service.
The move didn't get as many headlines as it should have. The switch from Albertsons to Azure at a similar time caused waves, as CIO Anuj Dhanda found that Azure was chosen because he wasn't a competitor, among other things. Kroger was therefore viewed alongside Albertsons and Walgreens Boots Alliance as a retailer who wanted to avoid Amazon for broader technological initiatives.
Amazon's upcoming entry into the grocery store shouldn't be seen as bad news for Kroger, according to Motley Fool author James Brumley. Writing in NovemberBrumley argued that Kroger had an established presence in physical retail, technology, and management that understood the landscape.
"(Kroger) may not be quite ready for Amazon Fresh or Walmart's push for roadside pickup to emerge, but the legendary grocery chain now combines technology and grocery shopping exactly as Amazon is likely to do," Brumley wrote.
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