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Novartis Drives Category Leadership at Kroger Through a Loyalty-Driven Shopper Activation

  • Feb 28
  • 2 min read

Updated: Mar 12

Novartis target activation case study


RESULTS AT A GLANCE

  • Retailer-native activation built entirely within Kroger’s loyalty ecosystem

  • Shopper engagement tied to verified loyalty card behavior

  • Automatic entry mechanic reduced friction and increased participation

  • Competitive category shoppers engaged within a single retail environment

  • Scalable framework for future retailer-specific loyalty programs


CHALLENGE & INSIGHTS


CHALLENGE:

Novartis faced increased competitive pressure within the gastrointestinal category at Kroger, a retailer where loyalty and repeat purchase behavior strongly influence category performance. Kroger challenged the Novartis sales team to deliver a stronger, more differentiated activation—one that moved beyond standard price promotion and instead leveraged the retailer’s shopper data to engage core category buyers. Success required strengthening retailer alignment while creating a frictionless experience that rewarded real shopper engagement. Key objectives included:

  • Engage Kroger shoppers most active in the gastrointestinal category

  • Leverage loyalty data to reach verified category buyers

  • Increase brand visibility and engagement without relying on repeated price discounts

  • Align the activation tightly with Kroger’s shopper platform and priorities


KEY INSIGHTS:

  • Loyalty data enables brands to reach verified shoppers, not modeled audiences

  • Removing friction from participation increases engagement

  • Retailer-specific programs are most effective when they operate fully within the retailer’s ecosystem

  • Engagement tied to real shopper behavior strengthens retailer alignment


ACTIVATION STRATEGY & TACTICS

Novartis designed a loyalty-driven shopper activation built entirely within Kroger’s frequent shopper card system. Participation was directly linked to loyalty card usage, creating a seamless experience for shoppers and a data-driven activation model for the retailer. The program rewarded real engagement while maintaining compliance through a no-purchase entry option, with a single objective: strengthen category leadership through verified shopper engagement.


ACTIVATION STRATEGY:

  • Retailer-Native Design

  • Frictionless Shopper Experience

  • Behavior-Based Engagement

  • Category-Focused Targeting

  • Scalable Loyalty Framework

ACTIVATION ASSETS:




RESULTS & IMPACT

  • High engagement driven by a seamless, automatic entry experience

  • Strong retailer alignment through exclusive use of first-party loyalty data

  • Efficient targeting of competitive category shoppers

  • Scalable activation framework suitable for future retailer-native programs


STRATEGIC TAKEAWAY

Retailer-specific activation is most effective when it leverages first-party shopper data and minimizes friction for participation. By embedding engagement directly into Kroger’s loyalty ecosystem—while maintaining compliance—Novartis created a program that balanced shopper experience, retailer alignment, and long-term scalability.


Let’s design shopper activations that work inside retailer ecosystems—and reward real engagement. Contact Target Activation Today!

 
 
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