Kroger Expands Marketing Relationship With Pinterest

Kroger and Kroger Precision Marketing (KPM) have announced a strategic integrated media and measurement relationship with Pinterest.

The partnership will allow advertisers to use the supermarket giant’s first-party data for targeting on Pinterest, as well as track products from digital inspiration to purchase through closed-loop measurement.

“Our intentions are simple; we want to enable brands to create engaging moments with consumers in an effective and efficient manner. We are excited to blend the inspiration delivered on Pinterest with our rich customer intelligence and connection to commerce, driving meaningful value for advertisers,” Cara Pratt, VP of customer communications product strategy and innovation at 84.51°, said in a press release.

Brands will be able to connect to millions of Kroger customers within the Pinterest environment, as well as target 1 in 3 Kroger shoppers through buying capabilities with Kroger Precision Marketing.

“We are excited to combine the scale of Kroger, the largest domestic grocery retailer, and Pinterest, a visual discovery engine, to deliver a personalized, contextually relevant and inspired experience for Kroger shoppers,” said Arthur Sevilla, CPG strategy lead at Pinterest.

Kroger and Pinterest teamed up on several successful campaigns last year, including one to inspire shoppers to purchase products in the Greek yogurt category. By leveraging first-party data, the campaign gave Kroger a 53 percent increase in traffic.

The news comes one day after Kroger revealed that it has sold You Technology (YouTech), a digital coupon and digital rebate publishing platform, to Inmar for $565 million. As part of the deal, Kroger will still be able to utilize the platform’s digital coupon services.

“The monetization of our investment in YouTech and long-term agreement with Inmar demonstrate how Kroger can create value in different ways,” Stuart Aitken, Kroger’s senior vice president of alternative business, said in a press release. “We are excited about the additional value that can be brought forward through future partnerships to create customer value.”