The grocery cart knows you better than demographics do

"What we've learned about retail signals is that they tell us so much more about a consumer around their interests and their lifestyle than any other signal can," says Molly Ryan, agency partnership director, Kroger Precision Marketing. Retail data has become a key ingredient in building precise, performant audiences - but for many brands, the complexity of programmatic activation has been a barrier. KPM's new managed-service offering is designed to make programmatic channels like CTV and streaming audio more accessible, particularly for mid-tier advertisers."

""You are what you buy" - with that line, Jenny Holleran, vice-president of Kroger Precision Marketing (KPM) summed up why grocery data is quietly becoming one of the most powerful signals in advertising. At a time when marketers are searching for sharper ways to reach audiences, grocery carts are revealing more than what people eat and offering something traditional demographics can't: a real-time, lifestyle-driven understanding of how people live, shop and engage."

Grocery purchase behavior offers a real-time, lifestyle-driven view of consumers that outperforms traditional demographics. Retail signals reveal consumer interests and lifestyle patterns that help build precise, high-performing audiences and enable cross-category activation beyond CPG. Kroger Precision Marketing has introduced a managed-service to simplify programmatic activation across channels such as connected TV and streaming audio, lowering technical and operational barriers for mid-tier advertisers. Streaming audio represents a rapidly growing reach opportunity given substantial daily consumer listening. Agencies can leverage retail purchase data to improve targeting precision, activation performance, and measurement that links brand activity to in-market shopper behavior.

Read at The Drum