As retail media grows and shifts, having the right organizational structure to identify, seize and scale opportunities is critical.

Kroger Precision Marketing (KPM) took significant steps earlier this year to unify its internal teams, bringing together Kroger's consumer insights, loyalty marketing and retail media businesses with its 84.51° data science arm. The move was less about patching a leaky roof and more about elevating their value prop to both brands and shoppers, according to conversations with the company at the Groceryshop industry event in Las Vegas this week.