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How Catalina Customizes Its Coupons


READERS REPORT

HOW CATALINA CUSTOMIZES ITS COUPONS

I enjoyed reading "Coupon clippers, save your scissors" (Information Processing, June 20) and agree that a bright future exists for electronic marketing.

Contrary to an implication in the article, Catalina Marketing Corp. does offer an in-store electronic database marketing program that targets consumers based on past purchase data. Our Checkout Direct program, reaching more than 5 million households, captures individual shopper purchase information when they use a retailer's check-cashing, frequent shopper, or other card. The program builds a database, segmenting users according to individual volume and brand buying patterns and delivering customized before-the-next-purchase coupons.

George Off

President

Catalina Marketing Corp.

St. Petersburg, Fla.


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