Server: Microsoft-IIS/3.0 Date: Thu, 18 Dec 1997 22:36:28 GMT Content-Type: text/html Accept-Ranges: bytes Last-Modified: Thu, 04 Dec 1997 20:55:10 GMT Content-Length: 5945 Catalina Marketing Bus Need - In-House/Themed Promotions

Catalina Marketing Business Solutions

Navigation Menu Bar

RETAILER BUSINESS NEED: RETAILER NEEDS A WAY TO PROMOTE EFFICIENTLY AND INEXPENSIVELY.

Catalina Marketing Tie-Ins are the way for a Retailer to run various promotions all year long. A themed promotion can utilize the manufacturer’s promotional dollars while generating excitement in the store. Retailers have created awareness of a new customer service in this way.

CHALLENGE: A Retailer wanted to make consumers aware of a new postal stamp service it was introducing.

STRATEGY/TACTICS: During the Christmas and Easter holidays, Catalina Marketing implemented two Pay-For-Performance® programs chainwide, using stamps as the reward. During each four week program, newspaper ads, in-store signage and Integrated Price LabelsSM were used to identify trigger products that, when purchased, would result in a Checkout Coupon® for one free stamp. Trigger products included items in the candy/snack, toothpaste, shampoo, tuna, beverage and laundry supply categories.

RESULTS (Christmas): For a small consumer reward (one stamp), the promotion experienced significant results beyond the primary objective of building consumer awareness of stamp availability. More than 102,600 Checkout Coupon® certificates were distributed during the four-week program. Selected trigger products moved at a nearly 50 percent higher rate than normal, leading to an incremental sales increase of $150,331.

RESULTS (Easter): Again the promotion served to increase consumer awareness of stamp availability and also increased sales of selected trigger products. A total of 66,214 Checkout Coupon® certificates were distributed; trigger product sales increased by 44 percent, an incremental sales increase of $106,798.

Checkout The Catalina Marketing Business Solutions.


HOME | NEWS & INFO | PRODUCTS | BUSINESS SOLUTIONS | CONTACT US | CAREER CENTER | SEARCH

Copyright © 1997 Catalina Marketing Corporation. All rights reserved.
Please contact
Catalina Marketing with comments or questions about this site.