36% Forget to Buy What They Discover on Social – Christine Foster, Kroger Precision Marketing
Recorded on the Kroger rooftop at Cannes: Audiences Everywhere, and the disappearing upper funnel.
Recorded on the Kroger rooftop at Cannes: Audiences Everywhere, and the disappearing upper funnel.
68% of shoppers discover products on social media. But 36% forget to buy the things they saw and loved.
Live from the Kroger Precision Marketing rooftop at Cannes Lions, Tom and Todd sit down with Christine Foster to talk about what happens when retail media follows the shopper journey beyond the retailer’s own properties.
Christine explains how Kroger’s “Audiences Everywhere” strategy connects purchase signals to platforms like TikTok and YouTube, why the traditional upper funnel is disappearing, and how closed-loop measurement can connect product discovery all the way through to an in-store purchase.
The conversation also covers the role of frequency and retargeting, Kroger’s expansion of digital screens across its stores, how Stratum and Agent Monday are changing the daily workflow for marketers, and why retail media is beginning to compete for broader brand budgets.
Recorded live in Cannes, France.
New episodes every other week, wherever you watch or listen.
Deeper analysis of retail media and commerce, separate from the show — and how we stay in touch with the Middlemen community.
Subscribe free →