Why Kroger’s advertising program remains a nascent opportunity
By Cale Guthrie Weissman
" ..... Kroger — which boasts over 443,000 employees — for the last few years has been trying to improve its digital game — as part of its overall Restock Kroger business revitalization program. A program called 84.51 offers the tech, along with its own platform, called Precision Marketing.
But buyers and brands say it’s still in the very early stages. While Kroger is continuing to invest in its program, many people in the brand marketing space still see it as a venture with which to experiment, and not yet allocate a new permanent budget.
With both 84.51 and Precision, Kroger has been trying to be a leader in the space, but hasn’t yet made a real dent. “I haven’t seen anything that makes me think they are a standout,” said Jason Goldberg chief strategy officer at Publicis. .... "
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