In episode 414 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Valerie Grant, lifecycle marketing manager at Kroger, an American grocer operating a variety of banner names. Grant discusses her role leading engagement and retention membership marketing (0:45), how Kroger differentiates its approach between brand and lifecycle marketing (1:45), and the importance of agile, sustainable marketing methodology (3:35). She shares how Kroger's brand and lifecycle marketing work hand-in-hand (4:55) as well as the connection to the grocer's loyalty program engagement strategy (6:20).
In addition, Grant discusses how Kroger collects and utilizes vast amounts of customer data to optimize its marketing efforts (8:20), and details the grocer's use of automation to process data in real time and serve relevant promotions (9:45). Lastly, she shares the opportunities she sees to improve lifecycle marketing efforts at Kroger (10:55) and how the grocer approaches forecasting with personalization in mind (12:00).