Kroger’s 84.51° launches omnichannel analytics tool
Stratum will revolutionize how brands position their products with consumers, both in-store and online.
84.51° launched Stratum, an analytics solution that combines rich customer behavior insights with retail performance measures. Stratum will revolutionize how brands position their products with consumers —both in-store and online, as it is powered by data captured from brick and mortar as well as online transactions.
“As we continue to accelerate our Restock Kroger strategy, we’re all very excited about the next iteration of our customer insights. Stratum is a science-powered insight tool that is designed with the end user in mind. Stratum will be an accelerator for Our Brands and CPG partners alike,” says Mike Donnelly, executive vice president and COO of Kroger, Cincinnati.
With insights fueled by transactions from one out of every two households in the United States, Stratum can draw conclusions that are representative of consumer behavior nationwide. Stratum delivers broad data assets with access to in-store and online purchases in a single view. Brands will also have greater flexibility to customize their experience – gathering data on sales performance, inventory and out-of-stocks, assortment, promotions, customer segmentation and behavioral insights, new item performance and in-store space management. Stratum offers multiple subscription packages to meet varying needs and budgets.
“Kroger and 84.51° put data and customer insights at the forefront of our decision making. This science-backed approach allows for greater collaboration and a more comprehensive planning methodology for our brand partners. Simply put, data is our most valuable asset,” says Stuart Aitken, chief executive officer of 84.51°, Kroger’s data analytics and marketing company. “With Stratum, we have created a groundbreaking product, which will dramatically change the way our brand partners plan and execute their marketing and merchandising budgets.”