Kroger's analytics arm acquires Market6

Kroger's analytics arm 84.51° said Monday it has merged with the Market6, a leader in collaborative analytics for retailers and suppliers.

Market6, based in Cincinnati with additional offices in Deerfield, Ill., is focused on product movement data solutions and capabilities in data, insights and customer experience for consumer goods companies and retailers. 84.51 said its objective is to leverage Market6’s technology, IP and people to expand its work with Kroger Co., as well as Kroger’s regional grocery retailers and the CPG business.

"Every decision we make focuses on engaging customers where, when and how it matters most to them. Market6’s technology and people will be key to further enhancing how we communicate with Kroger customers in the most personalized and relevant ways”, Stuart Aitken, CEO, 84.51°, said in a statement. "With Market6, CPG suppliers will now have a single provider for Kroger specific product movement data and customer insights to better understand customer preferences."

In 2015, Market6 began an exclusive relationship with Roundy’s to develop a new collaboration portal for the chain’s merchandising team and CPG suppliers. Kroger acquired Roundy's late last year.

With its proprietary web-based collaboration platform, Market6 focused on optimized inventory, execution of more effective promotions, and optimization of new product introductions and lower incidences of out of stock items in store.

“Our company vision has always been about enabling collaboration between retailers and suppliers in order for them to better serve their customers. We believe that the combination of Market6’s collaboration platform and 84.51°’s customer insights will be a catalyst to help Kroger and its suppliers to realize this vision”, Dave McLean, executive chairman, Market6, said.

Kroger said 55 Market6 employees would work at 84.51’s headquarters, while Market6’s employees in Deerfield would continue to work at that location.

Kroger created 84.51°  in April 2015 when Kroger purchased the remaining 50% of its joint venture with dunnhumby/Tesco PLC. Operating independently, 84.51° is now a wholly owned subsidiary of Kroger.

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