Kroger-Albertsons Kev sib koom ua ke yuav tsim ib tus neeg ua si loj hauv khw muag khoom tshaj tawm

Tag nrho cov nyiaj tau los ntawm cov khw muag khoom tshaj tawm hauv Asmeskas yuav nce 31% xyoo no rau $ 40.81 nphom, uas yog ntau dua peb npaug ntawm 2019 tag nrho, raws li kev lag luam-kev tshawb fawb tuam txhab Insider Intelligence Inc.

Kev loj hlob ntawm kev lag luam yuav tsis tsuas yog pab cov khw muag khoom loj tsim cov nyiaj tau los tshiab, tab sis nws kuj yuav ua pov thawj ntxiv rau cov neeg tshaj tawm. kev lag luam thoob plaws lub teb chaws tsom rau cov ntaub ntawv ntiag tug ua rau lub hom phiaj muaj peev xwm cov neeg siv khoom nyuaj dua, qee cov kws tshaj lij tau hais.

"Qhov laj thawj muaj zog tshaj plaws yog tias nws yog hais txog kev tsim lub khw muag khoom xov xwm juggernaut," said

Andrew Lipsman,

Tus thawj kws tshuaj ntsuam xyuas rau cov khw muag khoom thiab e-lag luam ntawm Insider Intelligence, hais txog Kroger-Albertsons merger. "Cov kev lag luam digital no tau hloov pauv kev lag luam tag nrho, thiab koj tau txais txiaj ntsig tsis zoo los ntawm qhov ntsuas. Nws yog ib rooj plaub uas 1 + 1 yuav sib npaug 3, lossis tej zaum 4. "

Lub ntsiab lus tseem ceeb rau Kroger thiab lwm cov khw muag khoom yog tias kev tshaj tawm digital yog kev lag luam sai thiab muaj txiaj ntsig ntau dua li kev muag khoom noj.

Walmart tau tshaj tawm txog $ 2.1 nphom hauv cov nyiaj tau los tshaj tawm rau xyoo 2021, uas xaus rau Lub Ib Hlis 31, thiab hais tias nws cov lag luam tshaj tawm tau nce ze li 30% xyoo dhau ib xyoo nyob rau lub quarter thib ob ntawm 2022, thaum tag nrho cov nyiaj tau los nce 8.4%.

"Kuv tsis tuaj yeem nco txog kev lag luam nrog cov qauv paj ntawm cov lag luam tshaj tawm ntawm no ntawm Walmart," said

John Furner,

Walmart US tus thawj tswj hwm thiab CEO, ntawm lub tuam txhab cov nyiaj tau los tsis ntev los no hu.

Kroger thiab Albertsons tsis rhuav tshem cov nyiaj tau los tshaj tawm los ntawm lawv Kroger Precision Marketing thiab Albertsons Media Collective divisions.

Walmart,

Amazon.com Inc.

thiab Instacart Inc. tswj hwm qhov chaw muag khoom muag nrog 25.5%, 22% thiab 20.6% kev lag luam sib koom, raws li lub Yim Hli 2022, raws li Insider Intelligence. Kev sib koom ua ke ntawm Kroger thiab Albertsons yuav tsim kom muaj plaub tus thawj coj ua lag luam ntawm ntau dua 13% kev lag luam, Mr. Lipsman tau hais.

Rau cov neeg lag luam, qhov ntawd yuav pab ua kom yooj yim rau cov khw muag khoom lag luam tshaj tawm rau cov neeg siv khoom-cov khoom lag luam thiab lwm tus neeg tshaj tawm uas tam sim no tawm tsam cov khoom lag luam sai sai.

Qhov kev sib koom ua ke kuj tseem yuav ntxiv dag zog rau Kroger thaj chaw ncav cuag thiab nws cov pas dej ua ke ntawm qhov tsis muaj txiaj ntsig hu ua thawj tus neeg siv cov ntaub ntawv, muab lub tuam txhab muaj txiaj ntsig ntau dua nrog cov neeg lag luam, cov kws tshaj lij tau hais.

"Raws li txhua tus phab ntsa tawm ntawm lawv lub vaj ntau thiab ntau dua thiab lub hom phiaj ua tsawg dua, koj tuaj yeem tau txais daim duab meej zoo nkauj ntawm tsev neeg los ntawm qhov lawv tab tom yuav ntawm Kroger," said.

David Mahaffey,

Tus thawj coj loj ntawm kev ua haujlwm tshaj tawm ntawm lub koom haum Arm Candy, uas nws cov neeg siv khoom tso tshaj tawm nrog Kroger thiab Albertsons.

Qhov nrov ntawm Kroger's loyalty card ntawm nws cov neeg muas zaub twb ua cov ntaub ntawv nws muaj peev xwm muab rau advertisers piv rau Amazon's, hais tias

Elizabeth Marsten

pab pawg thawj coj ntawm kev lag luam cov kev pabcuam kev lag luam ntawm lub koom haum digital ad Tinuiti.

Ib lo lus nug tseem ceeb uas yuav ua rau lub neej yav tom ntej ntawm kev lag luam tawm tshiab no, txawm li cas los xij, yog lub tuam txhab muag khoom twg tuaj yeem ua ntej kev sib txuas ncaj qha ntawm kev tshaj tawm hauv online thiab hauv khw muag khoom loj, qee tus hais. Lub sijhawm tam sim no, cov neeg yuav khoom lag luam muaj kev xaiv me me tab sis ntseeg cov khw muag khoom 'cov lus thov txog cov kev hloov pauv no.

Mr. Mahaffey tau hais tias "Qhov kev txhawj xeeb yog tias ntau lub khw muag khoom lag luam tau muab qhab nia lawv tus kheej ua homework," Mr. "Yog tias [Kroger] tuaj yeem ua qhov kev sib txuas los ntawm online mus rau offline thiab muaj qhov tseeb los ntawm tus thib peb, qhov ntawd yuav yog qhov hloov pauv rau lawv."

Kroger yog ib qho ntawm thawj cov khw muag khoom nthuav dav nws cov lag luam tshaj tawm tshaj tawm nws cov khoom los ntawm kev cia cov hom lag luam siv nws cov ntaub ntawv siv los tsom cov neeg siv ntawm lwm tus neeg tshaj tawm cov chaw thiab cov apps. Tom qab ntawd nws tau nthuav dav qhov kev pabcuam rau kev sib txuas TV los ntawm kev koom tes nrog cov tuam txhab xws li streaming platform

xyoo Inc.

thiab

Microsoft Corp.

ad-tech tuam txhab Xandr.

Cov neeg hais xov xwm rau Kroger thiab Albertsons tsis kam tawm tswv yim dhau ntawm cov xov xwm tshaj tawm tshaj tawm txog kev sib koom ua ke, uas qhia txog kev lag luam tus nqi ntawm $ 24.6 nphom rau Albertsons.

Sau rau Patrick Coffee ntawm [email tiv thaiv]