"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 using the 84.51° name. 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."
"These are just a couple of examples of how grocers have combined different elements of their business to better communicate or have shared goals in serving advertisers and consumers. According to leaders at Ahold Delhaize, Kroger, Albertsons and more, grocers have realized that certain functions like merchandising and marketing need to work more closely together in order to successfully grow retail media businesses."
Major U.S. grocers have reorganized to align advertising and traditional retail operations within integrated divisions. Kroger consolidated consumer insights (84.51°), loyalty marketing and retail media (Kroger Precision Marketing) under the 84.51° name. Albertsons combined digital experiences, marketing, loyalty and its advertising arm, Albertsons Media Collective, under chief commercial officer Jennifer Saenz after a C-suite overhaul. Ahold Delhaize moved digital merchandising and later digital marketing into its retail media team across its banners. Executives report that merchandising, marketing and retail media must work closely together. Retailers are shifting toward hybrid retail-media models to better serve advertisers and consumers.
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