Supermarket chains Ahold Delhaize and Kroger operate thousands of stores across the United States, but digital executives from these retail giants discussed the importance of leveraging data, predictive analytics and digital platforms to get very micro in their reach at the 2019 Path to Purchase Expo (P2PX).

Ahold operates more than 2,000 stores under various banners across the East Coast. Speaking at the event, Linda Crowder, sales team lead for Peapod Digital Labs, an Ahold Delhaize Co., acknowledged that the company’s banners such as Food Lion, Hannaford, Giant/Martin’s and Giant are spread across different regions and working on different digital platforms that are disjointed and misaligned. For instance, Food Lion customers get grocery delivery from Instacart, while Hannaford shoppers use Hannaford to Go, and the rest use Peapod.

Kroger has even more outlets across 35 states and 22 banners. In their P2PX presentation, Lindsay Pullins and Michael Schuh, the retailer’s top digital executives, met audience members head-on with one question: “What data are you using to drive effectiveness in your media campaigns?”

They stressed the importance of verified behavior data and spoke about Kroger Precision Marketing, which can target different messages to different shoppers, such as identifying a shopper who’s never purchased a brand and curating a deep offer to get that person to buy. On the other hand, a shopper who is very loyal to a brand can get a message that rewards the purchase.

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