Know and grow your sales with 84.51° Digital Journey

Ecommerce never stands still—and neither do your customers. To stay ahead of shifting habits and rising competition, you need insights that cut through the noise and help you understand how your customer’s shop.  

Digital Journey from 84.51° provides insights into ecommerce shopping trends across Kroger’s digital properties. 

Optimizing the digital path 

Ecommerce traffic and sales continue to grow. To navigate this complex and fast-moving online grocery landscape, brands must stay in tune with how shoppers engage with digital channels.

Digital Journey is powered by 84.51°’s first-party view of shopping across Kroger properties. It provides precise context around shopping behaviors by filtering household segments and products at a UPC-level.

The information and insights provided by Digital Journey can help your brand:

• React to changing online behaviors: Pinpoint seasonal merchandising, optimize digital incentives, and spot trends in the customer journey.

• Optimize the ecommerce shopping experience: Identify opportunities with sequential searches, include the right product details, and understand browsers to create new buyers.

• Improve the relevancy of your advertising: Define audience strategy and build audience segments, build purposeful onsite strategies, and map key opportunities

Tailored solutions, flexible support 

Digital Journey insights are available in our Custom Insights solution or 84.51° Collaborative Cloud to meet your brand’s needs. 

Custom Insights

This solution delivers pre-aggregated insights in ready-to-use dashboards, no coding required. 84.51° data scientists summarize key metrics and provide an insights summary, highlighting opportunity areas and activation recommendations. Brands can identify the right types of households to reach with KPM media offerings.

84.51° Collaborative Cloud  

With 84.51° Collaborative Cloud, your data scientists can apply Digital Journey data in a cloud instance created just for you.  Plus, connect Digital Journey with transactions insights in 84.51° Collaborative Cloud for true omnichannel visibility. This offering allows brands to create custom household groups for audience creation in Kroger Precision Marketing.

From answers to activation 

Digital Journey Insights can inform a variety of activations – like complementary category promotions or seasonal messaging. Brands can also use the insights to drive specific business goals like trade-up opportunities or reducing cart abandonment.

To tailor individual solutions, a variety of Digital Journey modules can be accessed to answer key questions and address a wide array of needs. Our most popular modules include:

• Path to Purchase evaluates which online tactics (search, coupons, etc.) drive the most engagement and add-to-cart activity, revealing activation opportunities across the purchase funnel.  

• Search identifies the performance of consumer searches including what percentage of searches drive engagement, add to cart, and purchase rates. These insights guide smarter search strategies. 

• Search Journey shows how households use search - before and after key terms, after purchases or after leaving items behind. Brands can optimize product details and onsite activations appropriately.

• KPI Tree uncovers the drivers of online sales, including whether online sales are up or down, what is driving those changes and how your brand compares to competitors.

Other modules explore product detail page conversions, total basket behaviors, and cart-building analysis. 

Digital Journey insights in action: Winning the holiday search  

One popular brand used search data from 84.51° Digital Journey to increase holiday sales. 

Traditionally, the company had categorized its Christmas goods under the search term “holiday.” But the team wasn’t sure shoppers were searching in the same way. They utilized 84.51° Digital Journey to analyze search behavior from the previous holiday season. Sure enough, they discovered that customers were searching with the term “Christmas” three times more often than word, “holiday.”  

To drive greater shopper engagement and increase sales, the team updated all seasonal product titles to include the term “Christmas.” This, along with other optimizations to their seasonal pages, increased the brand’s online sales by over 70% during the next season. 

Understanding specific online behaviors helps brands improve the online customer experience and win in the digital space.   

Ready to see how Digital Journey data can elevate your digital strategy with valuable ecommerce customers? Reach out to your Kroger Precision Marketing account team to learn more.