As direct trade offers continue to decline in effectiveness, new ways of engaging CPG shoppers must be devised that benefit both the manufacturer and retailer. Catalina Marketing believes it may have an answer to this quandary, creating a type of loyalty program simply called Catalina Category Marketing, or CCM. The company recently released a report, “Expand Demand: Driving Efficient Volume Through Category Marketing,” which details the benefits of implementing CCM.
Loyalty360 spoke with Beth Johnson, Executive....