Kroger enables pinpoint marketing on Pinterest
US grocer Kroger has launched a strategic integrated media and measurement partnership with Pinterest, via its marketing subsidiary Kroger Precision Marketing (KPM). The partnership will enable advertising brands to leverage Kroger’s data for shopper targeting on Pinterest, as well as drive shopper insight by tracking customer journeys from initial digital discovery to purchase, via closed-loop measurement.
Kroger and Pinterest are expanding their relationship after several successful campaigns in 2018, which, according to Kroger, helped drive product discovery and lower cost per engagement. On the back of such measurable successes, the new engagement should allow brands to leverage Kroger’s intelligence and Pinterest’s inspiration platform to efficiently influence shopper decision-making.
With social media usage a routine behaviour among younger US demographics, social media platforms will play an increasingly important role in shopper engagement. Suppliers must invest in their presence across social media to build out consumer touchpoints outside the traditional retail context to create more engagement opportunities and brand stickiness as CPG shelf space shrinks and the fight for brand visibility intensifies.