Kroger Co. courts advertisers in its newest side business: Precision Marketing
CINCINNATI - Fuel, pharmacy, health clinics, restaurants and meal kits aren’t enough side businesses for the nation’s largest grocery chain. So now Kroger is a media company too.
“We have incredible assets, including a large audience,” Kroger Group Vice President Stuart Aitken told Wall Street analysts in Cincinnati Tuesday. “We're at 11 million transactions a day. Think about that. Let's pretend you have a TV show and every night you get 11 million people watching your TV show, you think you could sell some advertising?”
Kroger Precision Marketing is an offshoot of the company’s data-analytics firm, 84.51. It sells advertising to consumer product companies that want to target customers who are searching Kroger aisles and online sites for certain products.