Catalina (NYSE:POS)
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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.