84.51˚’s Post

Snack time! Take a break, take a bite, and take a look at the latest snacking trends within the May Consumer Digest. From increased snacking frequency to top reasons for impulse buys, find out what's driving snack choices, the ingredients consumers are avoiding, and which snacks shoppers wish were available: https://bit.ly/3JQwgSq 📸 Rob Litavec, Lead Insights Account Manager #8451Proud #ConsumerBehavior #Insights #RetailTrends #GroceryTrends #Snacks

In his four and a half years at 84.51˚, Alvaro Pasquel has helped many brands make data-driven decisions through his research into consumer behavior. Hear what he has to say about his current role and the collaborative culture made up by cross-functional teams at the company 👇 #8451Proud #EmployeeSpotlight #ConsumerResearch

If your success metrics are limited to impressions, clicks or click rates, you're not truly measuring performance. Retail data is revolutionizing marketing capabilities. Today’s data-driven decisions surpass advertising analytics from just a few years ago. This is why Kroger Precision Marketing powered by 84.51˚ proudly sponsored the Path to Purchase Institute's #RetailMediaSummit. Retail media is transforming both shopper experiences and brand performance. On stage, Nick Hamilton from KPM and Beth Nussbaum Gross from Yahoo Advertising discussed the profound impact of retail data on the programmatic and CTV space. A few key takeaways from their session: ❇️ Brands and agencies are utilizing retail insights to optimize campaigns in real-time, aiming to drive incremental growth by reaching new households and increasing sales. ❇️ Retail purchase signals allow for precise advertising, enriching audience understanding and campaign effectiveness. ❇️ Retailers are helping brands understand their customers both within and outside specific categories. Also during the P2PI Retail Media Summit, Shannon Brungs Hartmann was celebrated as one of this year’s top 25 Retail Media Award honorees—a testament to Shannon’s transformational leadership of KPM’s media activation and buying team. #KrogerPrecisionMarketing #8451Proud #RetailMedia #RetailData #CampaignMeasurement

10 years from now, consumers are expected to be more diverse and economically disparate than today's population leaving brands and retailers with many open-ended questions. Yet, by leveraging current grocery insights and purchase signals, which offer a peek into future consumer preferences, you can be well-prepared to sustain growth. Learn how different age groups are shopping today to better curate their experiences of tomorrow, by downloading this infostory: http://bit.ly/3WW0R99 #8451Proud #ConsumerBehavior #ShopperInsights #GroceryTrends #PurchaseSignals

Once a trend, omnichannel shopping has become a highly adopted modality. With the movement toward digital channels, marked by convenience and flexibility, brands must stay agile to effectively meet modern consumer needs. Here are the top takeaways from Matt Anderson's session on how brands can convert and engage customers in the new “omni-normal" at Digital Food & Beverage last week: 1️⃣ Brands must utilize first-party data to understand consumer behavior and preferences. Those that succeed will be able to personalize engagements that drive loyalty and satisfaction. 2️⃣ Identifying the characteristics of hybrid shoppers also enables brands to optimize offerings for convenience and quality, ensuring a competitive edge in today's retail landscape. 3️⃣ Optimizing online experiences can ensure a frictionless shopper journey from search to purchase. #8451Proud #Omnichannel #ConsumerBehavior #ShopperStrategy #ShopperInsights #PathToPurchase

Excited to share that Christine Foster of Kroger Precision Marketing has been named a Retail Innovator award winner by Retail TouchPoints: https://bit.ly/45J19lU Christine stands out as a leading force in retail, driving significant positive change both within KPM and the industry at large. Her groundbreaking work in decarbonizing digital media campaigns and minimizing high-emission inventory has set new industry standards. Under her guidance, KPM has become the first retail media network to effectively measure and reduce the carbon footprint of digital advertising. Leading a team of 100 at KPM, Christine is paving the way for future technological, commercial and operational advancements in the retail media sector. Congrats to Christine and all the other Retail Innovator Award recipients on this well-earned honor! #KrogerPrecisionMarketing #8451Proud #RetailMedia #Sustainability

From "The brand forest" to "Substitution swamp," the hybrid shopper's digital journey is one of many twists and turns. Explore the different parts of the omnichannel experience and learn how your brand can meet customers with consistency across modalities in a new blog: https://bit.ly/45nJRe8 #8451Proud #Omnichannel #PathToPurchase #ShopperJourney #DigitalJourney #ConsumerBehavior #Insights

When we think of flawless media campaign execution, organized stakeholder management and lively DEIB event programming, we think of Sydni Berkhalter. Check out our Q&A with this Senior Media Campaign Operations Specialist to learn more about her role and interests: https://bit.ly/4ceu5oy #KrogerPrecisionMarketing #8451Proud #EmployeeSpotlight

Wasted advertising impressions are as bad for the planet as they are for business. 🌍 Last week, Kroger Precision Marketing teamed up with WPP/GroupM for a panel on sustainable media practices, featuring Cara Pratt, Brian O’Kelley (Scope3), Rich Astley (choreograph), and moderated by Jeffrey Bustos (IAB). Exciting news: KPM’s collaboration with Scope3 is setting the first benchmarks for carbon measurement in retail media. By increasing transparency around the environmental impact of digital advertising, this initiative will empower brands to make more sustainable choices. KPM and Scope3 are leading the charge, making retail media more energy-efficient through precision audiences and transforming programmatic ads for a greener future. 🌱💡 #CannesLions2024 #KrogerPrecisionMarketing #8451Proud #RetailMedia #Sustainability