In today’s increasingly competitive environment, as traditional paper circulars no longer generate the shopping trips and return on investment they once did for retailers, shopper intelligence leader Catalina is rolling out its Digital Circular Personalizer (Digital CircP) offering following multi-faceted and successful pilot campaigns with several major retailers.
Digital CircP leverages targeted media across mobile and in-app platforms to more effectively engage shoppers by delivering uniquely personalized recommendations for sale items, combined with reminders they can easily add to their mobile wallets to drive incremental trips and larger basket sizes.
Having recently completed successful campaigns with grocers like Stop & Shop and other major retailers, Catalina is now making Digital CircP available across its retailer ecosystem and beyond. On average, participating retailers have seen their return on ad spend (ROAS) surpass $25, while store sales jumped 1.6% and the number of store trips increased 1.4%.
For decades, the average family has received a plethora of paper circulars in their mailbox or newspaper every week from multiple grocery, mass, and specialty retailers, each broadly touting a mix of promotions and coupons for a wide range of brands. To create a more personal connection with current & potential shoppers, Digital CircP targets a given retailer’s shoppers with individualized messages, curating the top five items on sale most likely to spark their interest – reaching them on the websites and apps they are prone to visit daily (e.g., weather.com, usatoday.com, allrecipes.com, etc.). To continue the shopper engagement, the Digital CircP rich media ads invite shoppers to click on a more extensive list of 20+ unique item recommendations and save them to their mobile wallets for easy reference, as well as location-based reminders to encourage shopping at stores they don’t normally visit.
“Circulars have served us well over the years, but shopper needs and the opportunity to impact their behavior have profoundly grown in recent years. Catalina’s Digital CircP is a dramatic innovation that complements our ongoing circular program, but it takes it to the next level by delivering relevant, hyper-personalized offers to loyal and prospective customers alike wherever and however they access the web. The results of our campaigns were impressive, and we’re excited to now be implementing Digital CircP wherever we operate,” said Rachel Stephens, Vice President of Marketing, Digital, and Loyalty, Stop & Shop.
Unparalleled personalization capabilities turbocharge the Digital CircP offering, combining Catalina’s rich shopper history with a multitude of granular data enhancements to power the recommendation engine. Catalina’s team of data scientists and analysts then utilizes advanced machine learning and artificial intelligence tools to generate millions of unique recommendations to create a true one-to-one customer experience. Catalina also applies similar proprietary data and tools to help retailers target shoppers who visit competitive retailers – but not their own stores – to grow their incremental sales.
“Our Product Management team has been focused on delivering game-changing innovation like Digital CircP to our customers, while introducing new media solutions spanning audiences, activation, measurement, and insights that drive sales in real-time, both digitally and in-store,” said Kevin Hunter, Chief Commercial Officer & Head of Innovation at Catalina. “With our managed media, personalization, and data science teams working closely with our retail analytics experts, there is a small army of people working cross-functionally to bring innovative solutions like Digital CircP to life.”
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