DES MOINES, Iowa — Kum & Go LC will tap into Catalina’s Buyervision to deliver personalized digital media. It is the first convenience-store chain to join Catalina’s enhanced cross-channel retailer network.
The partnership also will support Catalina’s portfolio of digital products, including Audiences, Measurement and HUB360, to deliver personalized digital media that is measured in near real time by purchases. To do so, Catalina will leverage its scaled dataset of anonymized shopper data from more than 90 million households and more than 11 billion shopper trips annually, providing ad messages and offers to consumers with purchase-based targeting. In the process, it measures the effect of media tied to actual in-store sales that correlate to ad exposures.
Kum & Go “is quite far along the maturity curve of loyalty programming in the convenience store space—with over one million identifiable, yet anonymized shoppers frequenting their stores,” said Wes Bean, senior vice president of Catalina’s global retail network.
“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,” said Stuart Taylor, vice president of business insights and analytics at Kum & Go.
Earlier this year, Catalina forged a partnership with Koupon Media, a promotion specialist in small-format retail, to provide c-store retailers and consumer packaged goods (CPG) companies with a more holistic understanding of cross-channel consumer purchase behaviors.
St. Petersburg, Fla.-based Catalina specializes in shopper intelligence and targeted in-store and digital media. It helps CPG brands, retailers and agencies optimize media planning, execution and measurement.
Des Moines, Iowa-based Kum & Go has approximately 400 c-stores in 11 states: Iowa, Arkansas, Colorado, Minnesota, Missouri, Montana, Nebraska, North Dakota, Oklahoma, South Dakota and Wyoming.
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