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The concept of “retail media” has quickly outgrown its name by expanding beyond the confines of retailer-owned platforms to encompass other forms of digital media, and by moving into more traditional, “physical” retail marketing opportunities in the brick-and-mortar environment.
In the second half of her “Clarity in Commerce” interview, Kroger Precision Marketing SVP Cara Pratt outlines the steps her organization is taking in both of those directions to expand engagement opportunities for brand partners while also working with parent Kroger’s marketing and merchandising teams to provide “total retail” planning and activation.
A recognized pioneer in the retail media industry and a respected thought leader in the marketplace, Pratt was instrumental in the launch of KPM in 2017, and she continues to guide strategy, media product development, sales, and operations of in-store, onsite and off-site media advertising for the network.
The retail media business of the largest grocer in the U.S., KPM is one of the oldest and most successful platforms in operation today. Powered by the data science provided by Kroger’s 84.51° analytics arm and the retailer’s longstanding loyalty card program, KPM seeks to close the loop between media exposure and store sales to make brand advertising more addressable, actionable, and accountable.
Listen to the interview below.
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