CANNES,
France, June 23, 2022 /PRNewswire/ -- Omnicom
Media Group, the media services division of Omnicom Group Inc.
(NYSE: OMC) today announced a strategic collaboration with Kroger
Precision Marketing (KPM) that will deliver early-adopter
opportunities to Omnicom clients. Kroger Precision Marketing is the
retail media network powered by 84.51°.
The agreement will launch with Kroger Precision Marketing
feeding its SKU-level store inventory data to Omni, Omnicom's open
operating system that orchestrates better outcomes for clients
across the entire consumer purchasing journey. This daily data will
add a critical capability to Omnicom's Supply Chain IQ Score which
helps brands to quickly and effectively re-direct media spend to
deliver on business KPIs in a supply-strained environment.
The agreement marks the first formal collaboration with this
dataset between Kroger Precision Marketing and an agency holding
company.
As reported in a recent White House economic report,
the supply chain disruption that erupted during the
Covid crisis is not fading away even as the pandemic
subsides. With inventory challenges continuing, marketers need the
ability to quickly adjust their media spend to product availability
without negatively impacting performance. At the same time,
retailers have a vested interest in supporting efforts to better
align advertising to product availability, so their customers
aren't being driven to products that aren't available.
Launched in May, the Supply Chain IQ Score leverages data from
top U.S. retailers and distributors to give media planners
day-to-day visibility into SKU inventory data at the physical store
and digital shelf levels. This visibility enables media investment
to be quickly shifted away from low-inventory products, and toward
another SKU in the brand portfolio that has high repeat purchase
behavior, healthy inventory, and strong market basket correlation
to the low-inventory item.
This partnership with KPM will provide product availability data
across Kroger's 2700 stores in 35 states, as well as fulfillment
rates from ecommerce orders and market basket insights around SKUs
purchased together and substituted--not currently available through
any other third-party platform.
Planners can now optimize in-market retail media, utilizing
shopper behavior data to shift spend based on product availability;
and still have the flexibility to optimize media, while maintaining
national consumer demand.
"The combination of Kroger's reach - 50% of US households– and
the greater depth of visibility that its unique inventory data
enables adds scale and utility to the Supply Chain IQ Score," says
Omnicom Media Group Chief Activation Officer Megan Pagliuca, enhancing account teams' ability
to reduce media waste, meet brand performance goals and assure
positive consumer experiences in a supply-strained
environment."
"Kroger Precision Marketing is committed to bringing more
transparency to the media supply chain to help brands be more
effective in their advertising," says KPM Senior Vice President
Cara Pratt. "Our collaboration with
Omnicom aligns with our mission to make brand advertising more
accountable."
About Omnicom Media
Group
Omnicom Media Group (OMG) is the media services division of
Omnicom Group Inc. (NYSE: OMC), a leading global marketing and
corporate communications company, providing services to more than
5,000 clients in more than 70 countries. Omnicom Media Group
includes full- service media agencies Hearts & Science, OMD and
PHD; performance marketing agency Resolution; Optimum Sports Media
and Marketing; and the Annalect data and analytics division that
developed and manages the Omni open operating system that
orchestrates better outcomes for clients across the entire consumer
marketing journey .
About Kroger Precision
Marketing
Kroger Precision Marketing (KPM) is a leading retail media
network. Powered by 84.51° data science, and Kroger's popular
loyalty card program, we connect customers to brands through
engaging moments that inspire purchasing online or in-store. Kroger
Precision Marketing closes the loop between media exposure and
store sales to make brand advertising more accountable. Learn more
at KrogerPrecisionMarketing.com
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SOURCE Omnicom Media Group