Shopping lists
Imagine a national database that combines loyalty-card shopping data with purchase data from all other classes of trade. Catalina Marketing Corp., St. Petersburg, FL, teamed with ACNielsen, Schaumburg, IL, in June to launch just that. ShopperDirect overlays shopper-card data collected by Catalina onto ACNielsen’s HomeScan consumer panel database covering all channels, including drugstores, mass merchandisers, and warehouse clubs. Packaged goods marketers and all retailers can use the data to tailor product assortment and promotions. Marketers who see where their best customers shop – mass merch vs. supermarket, say – can customize promos by channel. Catalina’s network includes 12,100 stores. ShopperDirect is in test now, with national rollout planned for late ’99.
More information: Catalina, 813-579-5000, or catalinamktg.com; or ACNielsen, 847-605-5000, or acnielsen.com.
