Kroger Edition

Keynote Speaker

Michael McGowan

We are more than excited to highlight Michael as our keynote speaker! At 84.51°, Michael is responsible for commercializing insights and loyalty solutions for CPGs and other clients. He partners across Kroger business units and plays a key leadership role in many of the data and capability partnerships and new ventures. Michael joined dunnhumbyUSA / 84.51° in 2009 and has held several leadership positions associated with both Kroger and CPGs.

Agenda

Morning Session
10:00-10:30 | Registration & Networking
10:30 – 10:35 | Opening Remarks
10:40 – 11:10 | Keynote Session
11:15 – 11:45 | Morning Session

Break
11:45 – 1:00 | Lunch & Networking

Afternoon Session
1:00 – 1:30 | Afternoon Session 1
1:35 – 2:05 | Afternoon Session 2
2:05-2:15 | Close and Networking

Keynote Session

Omnichannel in the Age of Inflation

Ongoing disruption over the past three years has created significant and lasting changes to the grocery retail landscape and shopper behavior. While inflation appears to be cooling, consumers aren’t ready to jump into their old ways of shopping just yet. As a result, CPGs must evolve how they interact with and meet the needs of their customers.

In this fireside chat with Michael we’ll explore:

• Macro trends and changes in omnichannel shopping behavior in an inflationary environment
• How the omnichannel shopper decides to balance in-store and online buying and what it means to have a “seamless” shopping experience
• How omnichannel shoppers build their online baskets and what is most important when making online purchase decisions

Session

Building on Kroger’s Digital Scorecard

Working with category managers on growing both in-store and online sales is crucial to a brand’s success. With Kroger’s new digital scorecard initiatives, brands are looking for new and improved ways to measure and improve their digital performance. The Mars Agency joins one of its leading customers, Campbell’s to share the experience of bringing new e-commerce metrics to category management and how they will leverage them to improve their online performance. 

In this session you will learn:

• How brands can leverage advanced e-commerce data in conjunction with Kroger’s digital scorecard to boost online performance
• Ways to partner with category management to improve reporting and insights
• Insights from working alongside Kroger category management

Session

Dominating Retail Media: Using retail analytics to accelerate Kroger advertising success

As data deprecation and signal loss continue to plague advertisers, retail media has firmly established itself as a critical strategy for the post-cookie era. However, it isn’t without data challenges of its own. The data-sharing capabilities of most retailers are rudimentary. And gaps in data connectivity—both within and between retailers—are leading to measurement constraints that limit performance possibilities.

To retain retail media momentum, identifying and bridging the right datasets together to inform holistic KPIs, measure incremental impact, and optimize performance to meet customer expectations will be key.

Join Skai as we share some best practice examples of how Kroger data is being utilized to dominate retail media.

In this session you will learn:

• Compelling finding’s from Skai’s State of Retail Media Study 2023
• The data required for retail-intelligent advertising
• Best practices for using Analytic Index’s powerful retail analytics to dominate retail media

Session

Hands-on Workshop: Auditing and Improving Your Performance on Kroger.com

It may feel like digital analytics for Kroger are few and far between when it comes to organic and paid search. After all, formulating the perfect product detail page and paid campaigns come as a result of great data. Whereas Kroger’s Digital Scorecard offers some preliminary insights around digital sales and attribution, there is still a long way to go towards creating actionable insights that will help your items climb the rank of Kroger search.

• How your brand is performing on Kroger across market share, keywords, organic search, and paid search
• Strategies to improve your search visibility on Kroger
• Tactics to increase the productivity of sponsoring items on Kroger