84.51 Launches Shopper Personalization Solution

In the US, consumer data provider 84.51 degrees has launched a cross-channel personalization solution called Kroger Precision Marketing, to help CPG product suppliers drive targeted communications that reward shoppers and drive incremental purchases.

The firm was set up in 2015, when supermarket giant Kroger acquired the balance of dunnhumbyUSA, its 50-50 marketing partnership with Tesco. The new solution taps in to purchase data from 60 million households from 2,800 stores in 35 states, allowihn CPGs to use multiple channels to connect with customers. Objectives include accelerating the impact of new product launches, amplifying in-store promotions, and driving long-term sales growth. The service also features closed-loop analysis, allowing CPGs to evaluate household level impact by connecting exposure data to sales results.

84.51° and Kroger have piloted the platform with several brands over the last eighteen months, and say that a recent co-branded digital media program proved marketing efficiency based on actual in-store behavior, when compared against other strategies. The solution's offerings include on-site advertising on Kroger.com, co-branded digital media across the open web, and access to Kroger's word-of-mouth platform MyMagazine Sharing Network, to better understand customer opinions and acquire user generated content.

CEO Stuart Aitken (pictured) comments: 'Kroger loyal customers seek a higher degree of relevancy and personalization in the content they are served. With the insights that this platform offers, we can engage with our customers in more meaningful ways to increase their loyalty through brand engagement'.

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