"In a move announced this summer, Kroger pulled its consumer insights (84.51°), loyalty marketing and retail media (Kroger Precision Marketing) businesses together under a single division called Kroger Precision Marketing powered by 84.51°. Albertsons overhauled its C-suite in May following the failure of its proposed merger with Kroger. That move brought together its digital experiences, marketing and loyalty functions as well as its advertising business, Albertsons Media Collective, under chief commercial officer Jennifer Saenz."
"According to leaders at Ahold Delhaize, Kroger, Albertsons and more, grocers have realized that certain functions like merchandising and marketing need to work more closely together in order to successfully grow retail media businesses. "Everyone has the memo, certainly inside our company, that the retail business model has transformed," Brian Monahan, svp of retail media for Albertsons, told Modern Retail at Groceryshop. "You have to be some form of a hybrid retail-media company to compete, so everybody's really trying to learn how to do that.""
Major U.S. grocers have restructured to align advertising, loyalty, consumer insights, marketing, and merchandising functions into unified retail media divisions. Kroger consolidated its consumer insights (84.51°), loyalty marketing and retail media under Kroger Precision Marketing powered by 84.51°. Albertsons reorganized its C-suite to place digital experiences, marketing, loyalty and Albertsons Media Collective under a chief commercial officer. Ahold Delhaize integrated digital merchandising and digital marketing into its retail media team across its banners. Retail leaders say merchandising and marketing must collaborate closely to scale retail media and that grocers must operate as hybrid retail-media companies to remain competitive.
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