ST. PETERSBURG, Fla. — Catalina, a purveyor of shopper intelligence and personalized digital media for consumer packaged goods (CPG) brands and retailers, is forging a partnership with Koupon, a promotion product in small-format retail. This partnership will provide convenience-store retailers and CPG companies with a more holistic understanding of cross-channel consumer purchase behaviors, the companies said.
“U.S. convenience-store sales surged to a record $242.2 billion in 2018, with more than $86 billion of in-store foodservice sales, including consumer packaged goods,” said Lori Buss Stillman, vice president of research of NACS. “This partnership between Koupon and Catalina will bring a whole new level of consumer purchase behavioral understanding and insights to help retailers and brands provide a more personalized shopping experience for c-store buyers.”
“We’re incredibly excited about partnering with Catalina to provide our CPG brand and c-store partners with analytics and actionable shopper insights,” said Brad Van Otterloo, CEO of Koupon. “These insights, which span competitive brand purchases, basket composition, price sensitivity, coupon usage and more, will help us develop and execute more effective digital promotions and campaigns to drive sales lift for our customers.”
The Catalina-Koupon partnership also presents an opportunity to test and measure the interplay and effects of buyer behavior on grocery and c-store channels. Historically, c-store-heavy brands have had limited understanding of consumer and household purchasing behaviors across channels. Now, they will have a more holistic view into the massive c-store segment.
“According to NACS, 83% of items purchased in a c-store are consumed within an hour, making c-stores an ideal channel for product trial. Catalina’s database will strengthen Koupon’s ability to deliver personalized offers at scale through the C-store channel,” Van Otterloo said. “The insights we’ll provide to retailers and brands will enable them to fine-tune their campaigns to provide only the most relevant offers to the highest-value buyers.”
“Our partnership with Koupon adds further dimension to our already extensive shopper intelligence database, which has real-time data and years of consumer purchase data,” said Wes Chaar, Catalina’s chief data and analytics officer. “We are excited to enrich the personalization, targeting and cross-channel measurement services we provide to our customers, and strengthen our capacity to reach people wherever they shop, whether it’s at a grocery, drug or convenience store.”
Koupon is the latest in a series of new strategic partnerships Catalina has formed to deepen its data insights and increase reach, and also help customers with every stage of media planning, execution and measurement. In recent months, the company has also announced partnerships with companies such as LiveRamp and Samba TV.
Catalina specializes in buyer intelligence and hyperpersonalized in-store and digital media to measurably drive, track and measure sales lift, converting shoppers into loyal buyers for leading CPG retailers and brands. Powered by an extensive shopper database, Catalina’s mobile, online and in-store networks personalize the consumer’s path to purchase, delivering $7.9 billion in consumer value each year. Based in St. Petersburg, Fla., Catalina has operations in the United States, Europe, Japan and Latin America.
Addison, Texas-based Koupon provides c-store retailers and brands with ways to connect and engage with shoppers, it said. Koupon works with brands to deploy personalized, channelwide promotions, and helps retailers to secure additional brand trade spending and grow shopper engagement. Members of the Koupon Network—a c-store collaborative with 30 convenience retailers and more than 70 brands—can benefit from Koupon’s channel reach; proprietary technology and data; and campaign management services, the company said. Since its founding in 2011, it has delivered more than 4 billion offers.