84.51°, a Kroger-owned technology platform, has launched Stratum, an analytics solution that combines customer behavior insights with retail performance measures.
Stratum is expected to 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. Because of the collaboration between Kroger and its brand partners, Stratum provides fast access to powerful insights, giving brands the ability to drive measurable results from the onset, according to the companies.
“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,” said Mike Donnelly, EVP and CEO of Cincinnati-based Kroger.
With insights fueled by transactions from one out of every two households in the U.S., the new solution can be used to draw conclusions that are representative of consumer behavior nationally. It delivers broad data assets with access to in-store and online purchases in a single view. Brands also will 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 subscription packages for 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,” said Stuart Aitken, CEO of 84.51°. “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.”