Ahold Delhaize USA has more than 2,000 stores under various banners across the East Coast. The Kroger Co. has even more outlets across 35 states and 22 banners. The reach of both of those companies is huge, yet top digital executives from the retail giants discussed the importance of leveraging data, predictive analytics and the use of their digital platforms to get very micro in their reach. The executives presented morning sessions on the final day of the Path to Purchase Expo (P2PX) in Chicago.

Path to Purchase Institute members can access more than 1,800 shopper marketing and technology insight articles, more than 14,000 marketing and merchandising images, and detailed retailer profiles — including operations and strategy info. See profiles for Kroger and Ahold Delhaize on p2pi.org.

While Ahold Delhaize’s presentation detailed its efforts to better streamline its digital offerings into one universal platform to better target shoppers, Kroger met audience members head-on with one question: “What data are you using to drive effectiveness in your media campaigns?”

Presenting alongside Lindsay Pullins was Michael Schuh — both directors of product strategy and innovation at 84.51, Kroger Precision Marketing — who stressed the importance of verified behavior data. Schuh compared the results of his own shopper profile gleaned via third-party data and Kroger’s first-party data.

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