"In a move announced this summer, Kroger pulled its consumer insights (84.51°), loyalty marketing and retail media (Kroger Precision Marketing) businesses together under a single division called Kroger Precision Marketing powered by 84.51°. Albertsons overhauled its C-suite in May following the failure of its proposed merger with Kroger. That move brought together its digital experiences, marketing and loyalty functions as well as its advertising business, Albertsons Media Collective, under chief commercial officer Jennifer Saenz."
""Everyone has the memo, certainly inside our company, that the retail business model has transformed," Brian Monahan, svp of retail media for Albertsons, told Modern Retail at Groceryshop. "You have to be some form of a hybrid retail-media company to compete, so everybody's really trying to learn how to do that.""
"Similarly, Ahold Delhaize USA brought digital merchandising into its retail media team about a year ago, and more recently brought in its digital marketing team, Bobby Watts, svp of retail media, digital merchandising and marketing for Ahold Delhaize USA, told Modern Retail."
Many of the largest U.S. grocers restructured to align advertising, loyalty, consumer insights, digital merchandising, and marketing within unified divisions. Kroger consolidated consumer insights (84.51°), loyalty marketing, and Kroger Precision Marketing into a single division called Kroger Precision Marketing powered by 84.51°. Albertsons combined digital experiences, marketing, loyalty, and Albertsons Media Collective under a chief commercial officer. Ahold Delhaize integrated digital merchandising and digital marketing into its retail media team across its banners. Grocers view retail media growth as requiring closer collaboration between merchandising and marketing and a hybrid retail-media operating model to compete.
Read at Digiday
Unable to calculate read time
Collection
[
|
...
]