Kroger puts its data science prowess to work for brands
Next week, The Kroger Co. plans to launch a new consumer packaged goods search service that harnesses its acumen in data and personalization.
The self-service marketing platform, called Boosted Products in Search, will enable CPG brands to reach digitally savvy shoppers with “hyper-relevant” products in search results across Kroger digital properties, as well as view performance in real time, Kroger said Wednesday.
Through Boosted Products in Search, available June 4, brands will be able to promote their online assortment with Product Listing Ads (PLAs) via the Kroger Precision Marketing Powered by 84.51° platform by balancing cost-per-click bid pricing, customer relevancy and in-flight performance optimization, the supermarket retailer said. Native product integration will take SKUs coming up in search results, or within relevant categories, and spotlight them in high-visibility slots for customers.