Broad Variety of Industries Can Reach Consumers Through Retail Media: Kroger’s Jill Smith

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Retailers that sell advertising offer marketers another way to reach consumers as they shop online, not only helping to drive direct sales, but also to raise awareness for a wide variety of brands. Kroger Precision Marketing, the advertising sales unit of the grocery chain, is among the retail media networks that tout their ability to reach consumers at all stages of the purchase funnel by harnessing vast troves of data.

“It’s really evolved how we’ve leveraged the data,” Jill Smith, vice president of sales at Kroger Precision Marketing, said in this interview with Beet.TV contributor Mike Shields. “In the early days, it was around more couponing offers and leveraging the data for promotions, and since then, it’s evolved into leveraging Kroger’s first-party data for connected TV activations.”