Kroger’s 84.51° develops analytics solution for CPGs

Stratum will transform how brands position their products with consumers.

Cincinnati-based The Kroger Co.’s data intelligence subsidiary, 84.51°, has developed an analytics solution that provides consumer packaged goods (CPG) companies with a snapshot view of its customer’s in-store and digital purchases.

The company announced that its new analytics solution, called Stratum, will transform how brands position their products with consumers — both in-store and online, as it is powered by data captured from bricks-and-mortar as well as online transactions. According to the company, Stratum provides access to consumer insights at the speed of thought to drive measurable results from the onset.

“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 (Kroger’s private brands} and CPG partners alike,” said Mike Donnelly, executive vice president and chief operating officer of Kroger.

With insights fueled by transactions from one out of every two households in the U.S., Stratum can be used to draw conclusions that are representative of consumer behavior nationally. 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,” said Stuart Aitken, CEO of 84.51°. “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. 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.”