Optimizing with Kroger Data to
Drive Outcome-Based Results

• Support the campaign for a national beverage brand utilizing retail data from Kroger.
• Optimize media buying to align with outcome-based metrics, primarily focusing on ROAS.

With the campaign needs relayed to the Choozle team on a Wednesday and the launch that Friday, the Choozle team worked quickly and diligently to set the campaign up for success. To ensure precise targeting, Choozle utilized zip lists of Kroger stores, allowing the campaign to effectively reach local audiences. The strategy involved categorizing these audiences into three distinct groups: new, existing, and lapsed beverage purchasers. New purchasers were shoppers who hadn’t bought any of the submitted UPCs in the 52 weeks before the campaign’s start, while existing purchasers were those who made purchases within the 26 weeks leading up to the campaign. Lapsed purchasers were identified as shoppers who had made purchases between 26 and 52 weeks before the campaign but not within the 0-26-week timeframe. This segmentation ensured that our messaging resonated with each group’s purchasing behavior, maximizing relevance and engagement. The campaign’s distinctiveness originated from its granular audience segmentation, leveraging both geographic and behavioral data from Kroger. By targeting specific shopper categories based on their purchase history, the campaign aimed to optimize relevance and engagement.