Catalina and Koupon Partner on C-Store Analytics

The tie-up aims to help retailers and CPGs better understand consumers’ cross-channel purchase behaviors.

January 09, 2020

ST. PETERSBURG, Fla.—Catalina and Koupon today announced a partnership to provide c-store retailers and consumer packaged goods companies (CPGs) with a more holistic understanding of cross-channel consumer purchase behaviors.

“U.S. convenience store sales surged to a record $242.2 billion in 2018, with more than $86 billion of in-store foodservice sales, including consumer packaged goods,” said Lori Buss Stillman, vice president of research for NACS. “This partnership between Koupon and Catalina will bring a whole new level of consumer purchase behavioral understanding and insights to help retailers and brands provide a more personalized shopping experience for c-store buyers.”

Brad Van Otterloo, chief executive officer of Addison, Texas-based Koupon, said, “We’re incredibly excited about partnering with Catalina to provide our CPG brand and c-store partners with analytics and actionable shopper insights,” said. “These insights, which span competitive brand purchases, basket composition, price sensitivity, coupon usage and more will help us develop and execute more effective digital promotions and campaigns to drive sales lift for our customers.”

The Catalina-Koupon partnership also presents an opportunity to test and measure the interplay and impact of buyer behavior on grocery and c-store channels, the companies said. Historically, c-store heavy brands have had limited understanding of consumer and household purchasing behaviors across channels. Now, they will have a more holistic view into the massive c-store segment, which should translate into more efficient marketing, sales and even trial.

“According to NACS, 83% of items purchased in a c-store are consumed within an hour, making c-stores an ideal channel for product trial. Catalina’s database will strengthen Koupon’s ability to deliver personalized offers at scale through the C-store channel,” said Van Otterloo. “The insights we’ll provide to retailers and brands will enable them to fine-tune their campaigns to provide only the most relevant offers to the highest-value buyers.”

“Our partnership with Koupon adds further dimension to our already extensive shopper intelligence database, which has real-time data and years of consumer purchase data,” said Dr. Wes Chaar, chief data and analytics officer of St. Petersburg, Fla.-based Catalina. “We are excited to enrich the personalization, targeting and cross-channel measurement services we provide to our customers, and strengthen our capacity to reach people wherever they shop, whether it’s at a grocery, drug or convenience store.”

Koupon is the latest in a series of new strategic partnerships that Catalina has formed to deepen its data insights, increase reach, and help customers with every stage of media planning, execution and measurement.