Who it’s for
Grocery, household, beverage and supplement brands with Kroger banner distribution who want to move household penetration, not just units.
Kroger Precision Marketing is the closest thing in US grocery to buying against real purchase history rather than a model of it.
Why the data matters
Loyalty-card penetration at Kroger is high enough that audiences can be built from what households actually bought. Lapsed buyers of your product. Buyers of the competitor directly above you. Category buyers who have never bought you at all. Those are real lists, not lookalikes.
For a brand trying to grow household penetration rather than harvest existing demand, that is the most useful targeting available in grocery.
Measure it over purchase cycles
The mistake is judging KPM on a four-week ROAS window. Its value is in moving a household into the category or across from a competitor, and that shows up in repeat rate over the following cycles. We set the measurement window from your category's actual reorder interval before spend starts.
What we run
On-site search and display on Kroger.com, off-site programmatic through KPM's audiences, and in-store placements where the banner supports them. Reporting rolls into the same weekly read as every other channel, with the household-level metrics kept separate from the transactional ones.
Kroger Precision Marketing: common questions
What makes Kroger's targeting different?
Loyalty-card penetration. A very high share of Kroger transactions are tied to an identified household, so audiences are built from actual purchase history rather than modelled behaviour. Lapsed-buyer and competitive-switcher audiences are genuinely accurate.
What should we measure on KPM?
Household penetration and repeat rate ahead of ROAS. KPM is at its best moving people into a category or from a competitor, and those effects show up over purchase cycles rather than weeks.
Do we need to be in every Kroger banner?
No. Targeting can be limited to the banners and regions where you have distribution, which makes it a reasonable test channel for a brand rolling out geographically.