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ST. PETERSBURG, Fla., and CARTERET, N.J. - Catalina Marketing Corporation and Pathmark Stores Inc. have announced the launch of the ValuLink program to expand the benefits of Pathmark's Advantage Club Card. ValuLink is a complete customer relationship management (CRM) solution that provides retailers with a flexible platform to execute multiple objectives, including the ability to interact more personally with their customers through targeted e-mail programs.
The ValuLink program will enable Pathmark to develop an E-Vantage Xtra$ Club that will provide its members with special savings. Customers will be offered the opportunity to join the club online, which will require their e-mail addresses and their Pathmark Advantage Club Card numbers. Customers will receive Pathmark branded e-mails with special club savings that are targeted based on actual purchase patterns. As in the case with all its marketing programs, Pathmark will hold all customer information in confidence. The company will never sell names, addresses or purchase information to a manufacturer or third party.
"We have seen the impressive results that ValuLink has achieved in customer recruitment and are excited about the opportunities for our E-Vantage Xtra$ program," said Margaret Bigley, Director of Marketing for Pathmark Stores. "Catalina Marketing has proven to be a leader in targeted consumer promotions, and we believe that the ValuLink program will follow as a leader in targeted online customer relationship management solutions."
According to International Data Corporation, CRM is expected to grow at a rate of 30 percent to more than $12 billion in the year 2004. The ValuLink program will provide a CRM solution for supermarket retailers through targeted e-mail communication.