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Kroger develops marketing-driven product search platform

Supermarket operator Kroger Co. said May 30 that it will roll out its new Boosted Products in Search marketing platform starting June 4.

The platform offered by the Ohio-based company's Kroger Precision Marketing unit will enable brands to target online grocery shoppers as they search for products on Kroger's digital properties. It will leverage behavioral data and native product integration to place relevant products in high-visibility spots on the search platform for each customer.

The boosted search is part of the company's Restock Kroger initiative, which calls for increased technology spending in multiple areas of the retail operations.