Kroger Debuts Self-Service Advertising With TikTok
Kroger Precision Marketing (KPM) is enabling brands to reach Kroger shoppers through the TikTok advertising platform.
Marketers can use KPM's retail audience data to reach known loyal buyers, lapsed buyers or competitive buyers. Clients and agencies can activate the capability directly within TikTok's ad platform.
KPM's purchase-based audiences are informed by millions of in-store and online purchases each day, as well as Kroger's loyalty accounts.
Product Discovery Through Creators
Kroger's advertising collaboration with TikTok comes as the creator economy continues to reshape how consumers discover products. Creator-driven content from nano-influencers to celebrities is fueling product discovery and swaying purchase decisions across categories.
Influencer-first media plans are an increasingly important way to earn trust, deepen relevance and grow sales. In a recent KPM analysis of store sales, Kroger households that report engagement with social content have twice as much in-store basket spending than the average Kroger shopper.
Consumer research from 84.51° this year demonstrates the importance and impact that 400 surveyed shoppers attribute to social media influencers:
- 68% of Kroger shoppers surveyed reported purchasing at least one grocery, household or personal care product which they directly attributed to social media in the past 6 months.
- 46% of the surveyed Kroger shoppers reported that products discovered through influencers or social media sometimes become part of their regular shopping routine.
- 36% of the Kroger shoppers reported forgetting about products they discovered in social media.
"TikTok is a destination for communities, creators and brands to come together in ways that shape both culture and commerce," said Christine Foster, KPM group vice president, in a news release. "With our trusted purchase signals and TikTok's self-service advertising platform, brands can connect with known Kroger shoppers and turn discovery into retail impact."
How Brands Activate Retail Audiences More Easily
The announcement advances KPM's work to streamline purchase-based audiences across addressable media. In March, KPM was the first retailer media network to bring purchase-based audiences together with SKU-level measurement to Google's Display and Video 360 campaigns.
"Brands want to use retail audiences to amplify messages that are timely and relevant, but they also need the flexibility of self-service management in the platforms they already use," Foster said. "By enabling our audiences in the TikTok advertising platform, we are reducing the complexity and friction in media buying."
