Kroger is expanding retail media options for brands to control on-site product listings through a new partnership with Pacvue.
To assist CPG brands in managing their Kroger.com advertising campaigns, Kroger’s retail media division has partnered with the e-commerce software provider Pacvue.
Seattle-based Pacvue recently announced that its software suite would allow Kroger advertisers to cut costs, enhance share of voice, and boost sales by collaborating with Kroger Precision Marketing (KPM), the supermarket behemoth’s retail media division. Intelligent automation, optimal bidding, and powerful reporting capabilities are all provided by its marketplace advertising platform.
According to Pacvue, brands can control the bid price for certain products inside an ad campaign using Kroger Product Listing Ads in a pay-per-click solution. The products that have been chosen are then qualified to get a boost in search results where they already show up naturally.
The Kroger-specific Pacvue solution features dashboards that let CPGs gather campaign metrics that may be tailored to concentrate on particular key performance indicators (KPIs), such as return-on-ad sales and cost-per-click. While dayparting capabilities (ads scheduled for different times of the day) and bulk operations are the focus of artificial intelligence-based optimization tools, brand- and product-level monitoring of paid and organic visibility on the digital shelf also enables manufacturers to gain competitive intelligence.
CPG brands can reach a vast audience because of Kroger’s extensive digital and physical properties. Nine million individuals shop at Kroger daily, and Kroger Precision Marketing claims to record 97% of those transactions. Additionally, Kroger serves 60 million American households and generates 2.8 billion visits annually.
Kroger is the largest supermarket chain in the country. Kroger operates 2,800 grocery and multi-department stores in 35 states under more than 20 different brand names: Kroger, Ralphs, Dillons, Smith’s, King Soopers, Fred Meyer, Fry’s, QFC, City Market, Owen’s, Jay C, Pay Less, Baker’s, Gerbes, Harris Teeter, Pick ‘n Save, Metro Market, Mariano’s, Food 4 Less, and Foods.
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