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Catalina Marketing, a St. Petersburg, Fla.-based provider of precision marketing and shopper-driven media, has released the consumer packaged goods industry’s first brand and store-level mobile couponing performance data — and the results indicate a clear benefit for grocers. According to the data, Catalina’s mobile couponing programs delivered double-digit lifts in incremental store visits and spending at participating retailers, as well as significant, double-to-triple-digit lifts in incremental sales volume for participating brands. (Incremental sales lift varied depending on brand and program design.)
The company and its test partners, including ShopRite and over 60 CPG brands, leveraged its shopper marketing data warehouse and expertise to create the programs. Catalina’s mobile strategy employs the same shopper-insight and engagement methodology powering its in-store print communications, which are currently distributed worldwide in more than 50,000 food, drug and mass outlets.
“Advancing our retail and CPG partners’ ability to reach and impact specific audiences through multiple media outlets, in a profitable way, is the force behind Catalina Marketing’s innovation,” said Chris Henger, a former Google Affiliate Network executive who now leads Catalina’s expansion into the growing digital space. “Super response rates don’t mean anything if the economics of the programs don’t pay out. It’s all about driving incremental sales. Catalina Marketing’s audience of 90 million households and 300 million weekly transactional insights provides an excellent platform for making our digital solutions scalable, measurable and profitable for our clients in the very near future.”
“ShopRite is the No. 1 retailer in the No. 1 U.S. market because we never stop challenging ourselves to provide more value to our shoppers” noted Cheryl Williams, VP of marketing at Keasbey, N.J.-based Wakefern Food Corp., the retailer-owned cooperative whose members own and operate more than 200 ShopRite stores. “We use this data to give our customers offers that are relevant to them, and that personalization provides an incentive for our consumers to spend more with us than the competition.”
“When engaging shoppers via their cell phones, relevancy is paramount,” added CarrieAnn Arias, senior marketing manager, customer specific marketing at Westlake Village, Calif.-based Dole. “As our experience with Catalina Marketing demonstrates, shopper-driven mobile content produces incremental sales and profit.”
Catalina is advancing its mobile couponing solution to scale its U.S. in-store media platform of 24,000 food, drug and mass distribution channels.