The Kroger Co., Cincinnati, and Inmar, Winston-Salem, N.C., announced a new strategic relationship to drive innovation in digital offer management.

The relationship includes Kroger selling You Technology (YouTech), a South San Francisco-based digital coupon and digital rebate publishing unit, to Inmar, in conjunction with a long-term services agreement with Inmar for the continued delivery of digital offer management services to Kroger.

"As part of our strategic relationship, the combination of Kroger's unique assets and personalization expertise and Inmar's technology solutions now with YouTech will drive more innovation and value for Kroger customers and CPG partners," says Yael Cosset, chief digital officer of Kroger. "This services agreement supports Restock Kroger, namely the partner for customer value and redefines the grocery customer experience drivers. By joining together with Inmar, YouTech will have the opportunity to expand both its retailer relationships outside of Kroger and its portfolio of capabilities. We'd like to thank the talented team of YouTech associates for building a successful business, and look forward to working with both Inmar and YouTech closely to ensure a smooth transition."

YouTech was acquired by Kroger in 2014. Its cloud-based digital offer platform enables digital offers for redemption at Kroger and retailers in the United States. In combining YouTech's online engagement capabilities with Inmar's expertise in managing open platforms, this transaction will improve accessibility and expand coupon and rebate distribution for CPGs.

"We are thrilled for YouTech to join Inmar, enhancing our already exceptional ability to help retailers drive loyalty and growth through better digital content," says David Mounts, chairman and CEO of Inmar. "Following the acquisition, Inmar looks forward to working closely with Kroger and 84.51⁰ to bring high-quality digital offers to Kroger customers. The acquisition of YouTech will also broaden our distribution network and enhance Inmar's capabilities as a trusted, independent intermediary, allowing us to better serve the evolving needs of both CPGs and all of our retail partners."