New Capabilities from Kroger’s 84.51° Fueled by Data from Half of U.S. Households

Tim Denman
Editor in Chief
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84.51° has announced the launch of Stratum, an analytics solution that combines rich customer behavior insights with retail performance measures. Stratum is designed to revolutionize how brands position their products with consumers — both in-store and online, powered by data captured from brick and mortar as well as online transactions. Because of the unique collaboration between Kroger and their brand partners, Stratum can provide access to powerful insights that drives measurable results.

"As we continue to accelerate our Restock Kroger strategy, we're all very excited about the next iteration of our customer insights,” said Mike Donnelly, Kroger EVP and COO. “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."

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. Stratum delivers broad data assets with access to in-store and online purchases in a single view. 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.

"Kroger and 84.51° put data and customer insights at the forefront of our decision making,” said Stuart Aitken, CEO, 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."

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