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Kroger's 84.51 Launches Customer Data Platform for Brands
Stratum could be additional alternative revenue stream for retailer
By Rebekah Marcarelli
As The Kroger Co. continues to seek alternative revenue streams on the back end, its customer data, analytics and personalized marketing subsidiary 84.51 has launched a new paid analytics solution to help brands position their products both in-store and online.
Dubbed Stratum, the new platform utilizes data from both brick-and-mortar and e-commerce transactions and aims to "draw conclusions that are representative of consumer behavior nationally," according to company officials.
Mike Donnelly, Kroger's EVP and chief operating officer, said the retailer is excited about this next iteration of customer insights, calling Stratum a "science-powered insight tool that is designed with the end user in mind. Stratum will be an accelerator for our brands and CPG partners alike." .... "
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