Catalina Partners with Koupon for C-Store Insights
Catalina is partnering with Koupon to provide convenience-store retailers and CPGs with a more holistic understanding of cross-channel consumer purchase behaviors.
“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 the National Association of Convenience Stores (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.”
The Catalina-Koupon partnership also presents an opportunity to test and measure the interplay and impact 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, which should translate into more efficient marketing, sales and even trial.
“We're incredibly excited about partnering with Catalina to provide our CPG brand and C-store partners with analytics and actionable shopper insights,” Koupon CEO Brad Van Otterloo said. “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.
“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,” Van Otterloo said. “Catalina's database will strengthen Koupon's ability to deliver personalized offers at scale through the C-store channel. 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.”
Koupon is the latest in a series of new strategic partnerships Catalina has formed to deepen its data insights, increase reach, and help customers with every stage of media planning, execution and measurement. In recent months, the company has also announced partnerships with companies like LiveRamp and Samba TV.
“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.”