New Catalina Marketing Color Prints Yielding 30% Higher Redemption Rates
December 11 2006 - 8:23AM
Business Wire
In an environment where traditional coupon redemption rates are
steadily declining, Catalina Marketing Corporation (NYSE:POS)
announced today that, based on recent research, the company�s
point-of-sale communications are delivering even higher redemption
rates since transforming from black and white to full-color,
full-graphics prints earlier this year. Recent research was
conducted by Catalina Marketing with findings and methodology
validated by an independent third party, VSI Targeting, a sister
company of Carolina Manufacturer Services (CMS) coupon processor.
According to the new research, Catalina�s new color print
redemption rates are an average of 30% higher than the company�s
traditional black and white prints, which have historically
redeemed higher than virtually all other mass-delivered coupons.
The research, conducted over a four month period, compared the
redemption rates of coupons from more than 100 different Catalina
Marketing targeted offers printed in both color and black and
white. Results showed that the new full-color, full-graphics prints
redeemed an average of 30% higher than black and white. �Since our
color prints were introduced earlier this year, we�ve had positive
feedback from manufacturers, retailers and consumers. Our color
initiative is on course to improve what is already a highly
effective platform as we continue to significantly enhance the
impact and effectiveness of our targeted communications,� said Dick
Buell, chief executive officer of Catalina Marketing. �Having these
solid numbers to help validate our belief that Catalina�s
investment shows we are making a high impact connection with the
customer and delivering better results to our clients.� These
studies began immediately after Catalina Marketing first announced
the company�s investment in new state-of-the-art, Epson-designed
color printers, to replace the thermal printers that have been a
staple in checkout lanes in major retail chains throughout the U.S.
for more than 20 years. Today, the new color printers are installed
and functioning in over 89,000 checkout lanes in over 8,200 stores.
This number represents over half of the 145,000 new printers
targeted for installation through the middle of 2007. About
Catalina Marketing Corporation Based in St. Petersburg, Fla.,
Catalina Marketing Corporation (www.catalinamarketing.com) was
founded over 20 years ago based on the premise that targeting
communications based on actual purchase behavior would generate
more effective consumer response. Today, Catalina Marketing
combines unparalleled insight into consumer behavior with dynamic
consumer access. This combination of insight and access provides
marketers with the ability to execute behavior-based marketing
programs, ensuring that the right consumer receives the right
message at exactly the right time. Catalina Marketing offers an
array of behavior-based promotional messaging, loyalty programs and
direct-to-patient information. Personally identifiable data that
may be collected from the company's targeted marketing programs, as
well as its research programs, are never sold or provided to any
outside party without the express permission of the consumer.
Certain statements in the preceding paragraphs are forward-looking,
and actual results may differ materially. Statements not based on
historic facts involve risks and uncertainties, including, but not
limited to, potential complications, hardware and software issues
and delays related to the schedule, installation and operation of
color printers, the effectiveness of color printers to increase
sales and redemption rates or provide a more effective advertising
medium, the changing market for promotional activities, especially
as it relates to policies and programs of packaged goods and
pharmaceutical manufacturers and retailers, government and
regulatory statutes, rules, regulations and policies, the effect of
economic and competitive conditions and seasonal variations, actual
promotional activities and programs with the company's customers,
the pace of installation of the company's store network including
as it relates to the installation of color printers in existing and
future retail channels, the acceptance by the company�s
manufacturer clients and retailers of color printers and related
new and additional terms and conditions, the success of new
services and businesses and the pace of their implementation, the
company's ability to maintain favorable client and retailer
relationships, and the outcome and impact of the pending
shareholder class action and derivative lawsuits.
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