LAS VEGAS—A new agreement will bring manufacturing partnerships from the grocery store to the convenience store, according to Anton Bakker, president and CEO of Outsite Networks Inc. Bakker said his company has been working with Catalina Marketing for several years to help retailers offset the price of offering checkout coupons and savings to customers at the cash register.
The new partnership will be backed by Catalina’s work in the grocery store industry with more than 300 national consumer packaged goods (CPG) brands, offering sponsorships for trial (such as sandwich coupons for customers without a sandwich in their current baskets), loyalty (offering incentives to drive sales and trips, such as discounts on the purchase of two of the same product) and continuity (with offerings such as club points for candy purchases, with the 10th one free).
The program works with Outsite’s All-in-One TouchPoint, which can also play brief audio messages—in addition to printing rewards and coupons. Emphasis categories will include soft drinks, water, salty snacks, candy and beer, and the program will be offered with Outsite’s Turn-Key Loyalty program and Total Loyalty program. Turn-Key Loyalty is a fully-automated loyalty campaiogn designed to make loyalty easy for small chains and single store operators, according to the company. Total Loyalty features advanced targeting capabilities and supports technology that enables expanding loyalty marketing to partnerships within the c-store community.
Retailers can also use it as a tool to engage with community partners, such as local media, retailers, businesses, charities, churches fraternal organizations, school clubs and others. It interfaces with member loyalty tags, recording a member’s visits to a partner’s location or event. That triggers a partner coupon—including special offers, freebies and targeted messaging—when the member returns to the c-store. In times of gasoline and tobacco issues, Bakker tells CSP Daily News the offering is “an enormous opportunity for retailers sponsored by manufacturers.”
Norfolk, Va.-based Outsite Networks provides loyalty services, media and loyalty systems in the retail petroleum, c-store and quick-service restaurant (QSR) industries. St. Petersburg, Fla.-based Catalina Marketing provides behavior-based marketing solutions for brand manufacturers, retailers and healthcare providers.