Wayne Powers, President and CEO of Catalina
The sudden explosion of online channels has significantly changed the way consumers engage with brands. With this behavioral shift, marketers are striving to deepen their knowledge of customers and prospects, and better understand customer demographics and lifestyles, as well as their purchase and channel preferences across platforms. Yet many marketers and brands do not have the structure or tools to glean meaningful insights from large data sets, measure the effectiveness of off- and online campaigns, or to define which channels best engage and convert their consumers.
While marketers look for a way to harness and gain more insights about customers and their shopping preferences, Catalina has emerged as a guiding force to fill this industry void.
Established in 1983, Catalina has partnered with brands and retailers for decades, innovating the 1:1 experience for shoppers at grocery and drug stores by delivering personalized offers and building one of the world’s largest shopper intelligence databases.
In recent years, Catalina has significantly strengthened its flexible and channel-agnostic platform to include in-store, TV, podcasts, and digital channels, significantly enriched its buyer intelligence with granular third-party data, and forged a series of new strategic partnerships to power new and enhanced audience, data, and measurement capabilities that personalize the shopper journey.
Today, Catalina’s open ecosystem of products and solutions encompasses the full marketing funnel, helping retailers, brands and agencies better understand shoppers to precisely target, activate, optimize, and measure behavior across media channels in near-real time to deliver more than $6 billion in consumer value annually.
Its Audiences and Data Services are designed to maximize consumer relationships with custom targeting and segmentation across digital and TV channels to understand the impact on in-store sales. And its Measurement offerings allow its customers to efficiently measure their media effectiveness and maximize their campaign’s Return on Ad Spend (ROAS) with in-flight optimization and reporting.
Its unique digital circular personalizer solution enables a retailer to target consumers with individualized promotional messages based on their preferences, thereby offering greater connectivity between retailers and consumers.Stop & Shop is one of the first retailers to partner with Catalina on this front to enhance its digital outreach.
Kevin Hunter, Chief Commercial Officer and Head of Innovation
On average, participating retailers have seen store sales jump by 1.6% and the number of store trips increase by 1.4%, providing a strong return on investment.
Another product, HUB360, is an interactive dashboard that enables marketers, retailers, and agencies to optimize their brands’ performance by gathering insights, targeting key audiences, efficiently measuring and optimizing campaigns inflight, and seeing in real-time how they are performing against competitors. Other syndicated insights usually take weeks before getting the performance data back.
We are able to share near real-time insights, enabling marketers to update and optimize campaigns in real time. Wayne Powers
Catalina also helps drive incremental sales for retailers through its Shoppable Media solution, which provides measurement, optimizes insights, and targets the activation to drive sales on e-commerce sites. This ever-evolving consumer experience has put Catalina at the leading edge of measurement and activation, delivering compelling results for its customers and the company.
"Many marketers struggle with measuring the performance of their campaigns while they’re inflight,” said Catalina CEO Wayne Powers. “Thanks to our ability to understand consumer behavior across channels, we are able to share near real-time insights, enabling marketers to update and optimize campaigns in real time. This has helped accelerate a much deeper strategic relationship between retailers and shoppers, while ensuring their marketing spend is reaching their most valuable consumers.”
"As a result, brands consider us a valuable partner rather than just a selling agent of a particular product or service," said Kevin Hunter, Chief Commercial Officer and Head of Innovation at Catalina.
While Catalina has helped some of the world’s largest brands and retailers develop more effective and efficient marketing strategies, excitement builds for future possibilities.
Wayne Powers added that Catalina would continue to introduce new and innovative platforms and services with an innate focus on the natural evolution of its solution suites. "As before, we will pursue continuous feedback from our customers to stay closely aligned on their future needs and focus areas, which will help us remain a valued strategic partner.”