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Kum & Go has announced it will be using Catalina’s Buyervision to help deliver personalized digital media, which will also make Kum & Go the first convenience store brand to join the shopper intelligence provider’s cross-channel retailer network.
"With all of today's retail choices, it becomes increasingly critical for us to attract and create meaningful, personalized engagement with all our shoppers, today's and those of tomorrow. We are excited about the ability to deliver precise, personal interaction among our &Rewards customers, and now beyond, helping them connect with the products, healthy choices and brands we know they will like based on their prior purchases," said Stuart Taylor, vice president of Business Insights and Analytics at Kum & Go, in a Kum & Go press release.
This partnership between Kum & Go and Catalina will also support Catalina’s portfolio of digital products like Audiences, Measurement, and Hub360 to deliver personalized digital media which is measured in near real-time by purchases.
"As an analytics-driven company, we are excited to partner with Catalina to deliver more precisely targeted and personalized customer experiences that we believe will drive incremental sales and build loyalty," Taylor also said in the same news release.
To achieve all of these products, Catalina can leverage the scaled dataset of anonymized data from 90 million households and more than 11 billion shopper trips annually it has to give relevant ad messages and offers to consumers with purchase-based targeting. It also measures the impact of media tied to in-store sales that correlate to ad exposure, which will also reduce ad waste, according to the company in the press release.
"Kum & Go is a forward-thinking retailer focused on driving innovation in the c-store space and creating a more personalized experience for its loyal customers while attracting new ones," said Wes Bean, senior vice president of Catalina's Global Retail Network, also in the Kum & Go press release. "They are quite far along the maturity curve of loyalty programming in the convenience store space — with over 1 million identifiable, yet anonymized shoppers frequenting their stores. Adding that purchase data to Catalina's unrivaled Shopper Intelligence Database will yield further insights into cross-channel buying behavior that should further strengthen Kum & Go’s business as well as our own."
Earlier this year, Catalina also partnered with Koupon Media, which is the leading promotion solution in small format retail, to give convenience stores and CPGs a more holistic understanding of cross-channel consumer purchase behaviors.
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