{"id":8348,"date":"2025-04-14T10:47:46","date_gmt":"2025-04-14T14:47:46","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/04\/14\/case-study-kroger-precision-marketing-proving-the-power-of-retail-media-at-scale\/"},"modified":"2026-05-07T12:06:26","modified_gmt":"2026-05-07T16:06:26","slug":"case-study-kroger-precision-marketing-proving-the-power-of-retail-media-at-scale","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/case-study-kroger-precision-marketing-proving-the-power-of-retail-media-at-scale\/8348\/","title":{"rendered":"Case Study: Kroger Precision Marketing \u2013 Proving the Power of Retail Media at Scale"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">As one of the largest grocery retailers in the United States, <strong>Kroger<\/strong> has long been a household name. But behind the shelves and checkout counters lies a data-rich advertising powerhouse: <strong>Kroger Precision Marketing (KPM)<\/strong>.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Launched in 2017, KPM\u2014powered by <strong>84.51\u00b0<\/strong>, Kroger\u2019s data science and analytics division\u2014has become a leading example of how <strong>retail media networks (RMNs)<\/strong> can drive measurable results for brands by combining <strong>first-party data, closed-loop attribution, and precision targeting<\/strong>.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">This case study explores how KPM has redefined media effectiveness for CPG advertisers and why it continues to be one of the most influential players in the retail media landscape.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Business Challenge<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">In a crowded CPG marketplace, brands are under more pressure than ever to:<\/p>\n\n\n\n\n<ul class=\"wp-block-list\">\r\n \t<li>Eliminate wasted ad spend<\/li>\r\n \t<li>Prove ROI from media investments<\/li>\r\n \t<li>Reach the right consumers with relevant messaging<\/li>\r\n \t<li>Adapt to the loss of third-party cookies<\/li>\r\n<\/ul>\n<p class=\"wp-block-paragraph\">Traditional digital advertising was no longer enough. CPGs needed <strong>solutions rooted in real purchase behavior<\/strong>, not just impressions and clicks.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The Retail Media Solution<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Kroger Precision Marketing offered a solution built for performance and accountability:<\/p>\n\n\n\n\n<ul class=\"wp-block-list\">\r\n \t<li><strong>Access to 60 million households<\/strong> via Kroger&rsquo;s loyalty program<\/li>\r\n \t<li><strong>Granular, SKU-level data<\/strong> on actual purchases across categories<\/li>\r\n \t<li><strong>Omnichannel activation<\/strong> across Kroger.com, in-store, CTV, social, and programmatic channels<\/li>\r\n \t<li><strong>Closed-loop measurement<\/strong>, allowing brands to see exact sales impact tied to their media campaigns<\/li>\r\n<\/ul>\n<p class=\"wp-block-paragraph\">KPM positioned itself not just as an ad platform, but as a <strong>strategic growth partner<\/strong> for brands.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Campaign Example: Personal Care Brand Drives Incremental Sales<\/strong><\/h2>\n<p class=\"wp-block-paragraph\"><strong>Objective:<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">A national personal care brand partnered with KPM to:<\/p>\n\n\n\n\n<ul class=\"wp-block-list\">\r\n \t<li>Promote a new line of shampoo and conditioner<\/li>\r\n \t<li>Reach high-propensity shoppers<\/li>\r\n \t<li>Measure incremental lift in sales<\/li>\r\n<\/ul>\n<p class=\"wp-block-paragraph\"><strong>Strategy:<\/strong><\/p>\n\n\n\n\n<ul class=\"wp-block-list\">\r\n \t<li><strong>Targeting:<\/strong> KPM used first-party data to identify households with a high likelihood of purchasing personal care products, including lapsed and competitive brand shoppers.<\/li>\r\n \t<li><strong>Onsite Ads:<\/strong> Sponsored product listings appeared on Kroger.com and the mobile app during searches and category browsing.<\/li>\r\n \t<li><strong>Offsite Activation:<\/strong> The brand extended its reach through programmatic display ads powered by KPM&rsquo;s audience segments&mdash;targeting consumers as they browsed non-Kroger sites.<\/li>\r\n \t<li><strong>Measurement:<\/strong> All impressions were tied back to sales at Kroger stores and online.<\/li>\r\n<\/ul>\n<p class=\"wp-block-paragraph\"><strong>Results:<\/strong><\/p>\n\n\n\n\n<ul class=\"wp-block-list\">\r\n \t<li><strong>11% incremental sales lift<\/strong> among exposed households<\/li>\r\n \t<li><strong>4:1 return on ad spend (ROAS)<\/strong><\/li>\r\n \t<li>Significant increase in trial and repeat purchase of the new product line<\/li>\r\n<\/ul>\r\n<h2 class=\"wp-block-heading\"><strong>Strategic Impact<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">KPM\u2019s success wasn\u2019t limited to one campaign. Over the past several years, the platform has demonstrated:<\/p>\n\n\n\n\n<ol class=\"wp-block-list\">\r\n \t<li><strong>Retail Data as a Competitive Advantage\r\n<\/strong>Kroger&rsquo;s loyalty data provides unmatched visibility into consumer behavior, helping brands make <strong>smarter targeting and investment decisions<\/strong>.<\/li>\r\n \t<li><strong>High Accountability Through Closed-Loop Measurement\r\n<\/strong>Unlike traditional media, where sales impact is often estimated, KPM <strong>directly connects ad exposure to purchase activity<\/strong>, giving brands clear, actionable insights.<\/li>\r\n \t<li><strong>Full-Funnel Reach with a Commerce-Driven Mindset\r\n<\/strong>From awareness to conversion, KPM enables brands to <strong>engage shoppers across the path to purchase<\/strong>&mdash;with messaging optimized by real-time performance.<\/li>\r\n<\/ol>\r\n<ol class=\"wp-block-list\">\r\n \t<li><strong>Adaptability in a Privacy-First Era\r\n<\/strong>As third-party cookies disappear, KPM&rsquo;s <strong>first-party audience engine<\/strong> has become a critical solution for brands navigating the shifting digital landscape.<\/li>\r\n<\/ol>\r\n<h2 class=\"wp-block-heading\"><strong>Industry Recognition &amp; Growth<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Kroger Precision Marketing has earned widespread recognition for setting the standard in retail media:<\/p>\n\n\n\n\n<ul class=\"wp-block-list\">\r\n \t<li>In 2022, <strong>KPM partnered with Roku<\/strong> to launch shoppable CTV ads with verified in-store sales attribution&mdash;a first in the grocery space.<\/li>\r\n \t<li>KPM was named a <strong>Top 10 Retail Media Network<\/strong> by Path to Purchase Institute.<\/li>\r\n \t<li>In 2023, Kroger announced the expansion of KPM&rsquo;s <strong>self-service platform<\/strong>, giving advertisers more control over campaign execution and reporting.<\/li>\r\n<\/ul>\r\n<h2 class=\"wp-block-heading\"><strong>Retail Media Done Right<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Kroger Precision Marketing is a textbook case of retail media done right. By building a platform grounded in <strong>real-world purchase behavior, accountability, and omnichannel reach<\/strong>, KPM has helped brands achieve powerful business outcomes while reshaping how performance is measured in retail advertising.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">As brands look to future-proof their strategies, <strong>KPM exemplifies how retailers can become not just media sellers\u2014but media innovators and growth partners.<\/strong><\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>This case study explores how KPM has redefined media effectiveness for CPG advertisers and why it continues to be one of the most influential players in the retail media landscape.<\/p>\n","protected":false},"author":7,"featured_media":8349,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[16],"topics":[2],"class_list":["post-8348","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-retail","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Case Study: Kroger Precision Marketing \u2013 Proving the Power of Retail Media at Scale | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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