Kroger's 84.51 Buys Analytics Firm Market6

Consumer data specialist 84.51 degrees has acquired predictive analytics company Market6, with which it will merge. Terms of the deal were not disclosed.

84.51° was created last year, staffed by the former workforce of dunnhumbyUSA, the joint venture between retail analytics pioneer dunnhumby and grocery giant The Kroger Co. The company is wholly owned by Kroger, and uses dunnhumby's tools under licence. Market6 focuses on helping retailers and suppliers to collaborate via product movement data solutions, and has in-depth expertise in customer experience for CPG and retail clients.

Following the merger, 84.51° will use Market6's technology, IP and people to expand its work with The Kroger Co, Kroger's regional grocery retailers and the CPG business. As part of the deal, 55 Market6 employees located in Cincinnati and suburban Chicago will now be employed by 84.51°. Cincinnati employees will work at 84.51's headquarters at Fifth and Race Streets, while Market6's employees in Deerfield, Illinois will continue to work at that location. Market6 Executive Chairman Dave McLean says the combination of the two firms will help Kroger to help its retailers and suppliers to work together better.

Stuart Aitken, CEO of 84.51°, comments: 'Market6's technology and people will be key to further enhancing how we communicate with Kroger customers in the most personalized and relevant ways. With Market6, CPG suppliers will now have a single provider for Kroger specific product movement data and customer insights to better understand customer preferences'.

Web sites: www.8451.com and www.market6.com .