By 2021, 90 percent of Kroger’s in-store sales are expected to be influenced by digital in some way, Michael Wilhite told attendees at the Mega-Conference last Tuesday.
Wilhite is vice president of data strategy for 84.51° – the analytics arm of Kroger. This division employs a sophisticated, proprietary suite of tools and technology to turn customer data into knowledge. Its aim is to put the customer at the center of every business decision.
Kroger’s advertising strategy is centered on using big data and knowledge about its customers to cut through the clutter to drive real connections and sales.
While Kroger’s heritage is that of a grocery retailer, Kroger Precision Marketing, which launched in the Fall of 2017, is giving the company the opportunity to expand its business through exclusive touchpoints: advertising on Kroger channels, word-of-mouth advertising and advertising across the web.MORE
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Five years after its inception, Main Street Media of Tennessee is a fast-growing media company operating in the suburbs of Nashville. Publishers of eight weekly newspapers, magazines and websites, the company's focus on hyper-local news unique to each community has allowed it to grow ad revenue as well as circulation.
In three weeks, at the SNPA News Industry Summit, hear how a "print-first" operation has been able to buck the trends and set itself on a path for continued growth.
Dave Gould, president and CEO of Main Street Media, says: "The idea that people no longer want to read newspapers is, in my opinion, completely misguided. But as an industry, we have to be honest and ask ourselves if we are offering our communities a product that will attract and retain readers. If we do that, can we then build a business model that will support our efforts to provide readers with strong newspapers? I believe the answer is 'yes' and that has been the basis of our company's growth to this point."More