Catalina Brings Personalization And Relevance To Weekly Retail Ad Circulars With My Favorite Deals
Solution Addresses Big Retailer Challenge: Most Shoppers Don't Respond to Traditional Ad Circulars and Newspaper Readership Is Declining Rapidly
ST. PETERSBURG, Fla., June 22, 2015 /PRNewswire/ -- Catalina, the personalized digital media company, today announced My Favorite Deals, a powerful new solution that personalizes the deals found in weekly retail ad circulars to drive greater sales lift and customer loyalty.
The new solution is designed to increase ROI in a major area of marketing spend for U.S. retailers. Retailers spent an estimated $5.84 billion on newspaper circulars alone in 2014, according to Borrell Associates. Meanwhile, newspaper readership has declined precipitously. In 2012, just 23 percent of Americans said they had read a print newspaper yesterday, compared to 41 percent a decade earlier, according to Pew Research. Catalina research has found that two-thirds or more of shoppers typically do not buy a single item from a traditional ad circular.
My Favorite Deals is powered by Catalina's dynamic personalization engine. As shoppers checkout at point of sale, My Favorite Deals sorts, in real-time, through hundreds of items to be included in the next week's ad circular finding the five that are most relevant to each consumer. The deals are identified, printed and handed to the shopper. Catalina scores deals based on both their value and their relevance to each shopper's purchase history. My Favorite Deals also personalizes and promotes advertised items across omnichannel touch points, including online, mobile and email.
My Favorite Deals reaches every shopper in the store through a combination of Catalina's in-store Media Hub and other digital channels. Catalina's point of sale ads and offers are read by 80 percent of the shoppers who receive them.
The new solution, live in the U.S. and France, is producing strong, measurable results - driving retail trips and sales, including incremental lift of 1.5 to 5.0 percent in sales of promoted items and up to 1.5 percent increase in sales to targeted shoppers. My Favorite Deals is easy to implement for retailers; it requires no hardware or system changes for the more than 28,000 U.S. grocery, drug and mass stores that are part of the Catalina network.
"One-size-fits-all ad circulars are not the most effective way to maximize sales lift and shopper loyalty, especially at a time of rampant decline in newspaper circulation and readership," said Todd Morris, President of Catalina U.S. "Catalina has found that 66 percent or more of weekly shoppers don't buy a single item from a typical retail ad circular. My Favorite Deals delights customers by cutting through the clutter of hundreds of irrelevant advertised items to call out what's really important to each shopper."
My Favorite Deals is a consumer centric program aimed at providing personalized value for the shopper. Customers have said, "This is a great program…I will be using it;" "this is better than the circular because it's personalized to me." Store managers are finding that "the program increases cashier/customer interaction and shows shoppers that we are providing value for them."
My Favorite Deals is one of a series of upcoming innovations from Catalina's newly formed Retail Solutions Group, which is focused on bringing cutting-edge, omnichannel loyalty and marketing capabilities to retailers.
About Catalina
Catalina's personalized digital media drives lift and loyalty for the world's leading CPG retailers and brands. Catalina personalizes the consumer's path to purchase through mobile, online and in-store networks powered by the largest shopper history database in the world. Catalina is based in St. Petersburg, FL, with operations in the United States, Europe and Japan. To learn more, please visit www.Catalinamarketing.com or follow us on Twitter @Catalina.
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SOURCE Catalina
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