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.
Catalina Marketing Corp.
St. Petersburg, Fla.