KPM and Pacvue: Maximizing Brand Impact at the Digital Shelf

Retail data unlocks insights for brands, leading to better digital shelf engagement and increased sales. Kroger Precision Marketing (KPM) is committed to making it easy for brands to activate data-fueled messages through preferred advertising platforms.

Our long-standing relationship with Pacvue offers streamlined access to Product Listing Ad (PLA) functionality. This integration empowers brands to combine the precision of Kroger’s first-party data insights with the advanced tools and efficiency of Pacvue’s commerce acceleration platform.

"Ninety percent of add-to-cart actions happen within first 20 product listings, so it’s important for brands to actively manage and boost their visibility," said Cara Pratt, Senior Vice President of KPM. "We’ve recently focused on improving platform stability with Pacvue—reducing platform latency and authorization issues – to make it easier to optimize campaigns and win sales."

Optimized advertising solutions

Pacvue’s current KPM capabilities include:

• Product Listing Ad (PLA) campaigns: PLA campaigns provide essential functionality, including campaign creation, ad group setup, optimization, and basic reporting. Beyond retaining current shoppers, these placements have been a key driver of winning new sales. 42% of PLA clicks come from households that are new or lapsed users of that brand.
• Comprehensive campaign metrics: Users can access detailed dimensions such as placement, Kroger division/banner, ad group, and conversion source, assessing ad performance across key metrics like cost-per-click and return on ad spend (ROAS).

We are continually evolving our offering, with new features like Time Live and Win Rate Metrics coming soon to Pacvue users.

Making activation easier

Simplicity and effectiveness are paramount for brand marketers. Our connection enables direct access to Kroger insights through Pacvue’s user-friendly interface, reducing friction and empowering smarter decision-making.

"With Pacvue, brands can optimize Kroger campaigns, extend their reach, and bring more shoppers to their brand," says Melissa Burdick, Pacvue Co-founder and President. “Our KPM collaboration enables centralized campaign management, automated workflows, and advanced analytics within one platform.”

Elevating retail media strategies

The collaboration is designed to simplify and enrich retail media strategies. Features like Dayparting allow advertisers to fine-tune bids and placements during peak hours, maximizing conversions and spend efficiency.

Pacvue’s other enhanced capabilities further leverage rule-based optimizations enriched by Kroger’s first-party retail data, driving greater innovation and impact for brand marketers.

Realizing the full potential of retail media

KPM and Pacvue are dedicated to accelerating advertising capabilities to better serve brand marketers. As Pratt said, "The future is about making data work harder and smarter, and together, we’re achieving that."

The integration delivers streamlined, data-driven strategies that produce meaningful outcomes, redefining what retail media can achieve—from reducing wasted impressions to driving incremental sales growth.