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09/20/2021

Catalina platform grows CPG, private label media touchpoints

Aimed at helping retailers monetize programs with branded partners, the shopper intelligence and media company's Catalina Compass platform also helps retailers with private brand programs.
Zachary Russell
Associate Editor
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Florida-based shopper intelligence and omnichannel media provider Catalina is launching a new portfolio of services and products to aid retailer growth. Under the Catalina Compass banner, the company will focus on enabling retailers' own data monetization and media revenue growth. 

Last month, Catalina partnered with AdQuick to help companies measure sales impact from out-of-home media. Catalina Compass will help retailers accelerate revenue generated through their media network, starting with quantifying the impact of brand advertising investments in their on- and off-platform channels. The service is aimed at CPG companies, but the service is likely to benefit private label companies as well.

"Catalina Compass has multiple facets that are helpful to a retailer growing their private label business,” Ryan Monahan, SVP of product solutions at Catalina told Store Brands. “Retailers today are already using one of our data science personalization engines combined with multiple activation channels to help grow shoppers’ affinity and loyalty to their private label portfolio. While the technology investment of Compass is primarily to enable monetization of CPG ad spending within a retailer, the private label portfolio should benefit from having that infrastructure in place to grow as well."

Catalina Compass is designed to scale with each retailer's unique needs. It uses Catalina's customer engagement knowledge with CPG brands, and likely private label, through targeting, shopper activations orchestrated across multiple channels, and real-time measurement.

"While the technology investment of Compass is primarily to enable monetization of CPG ad spending within a retailer, the private label portfolio should benefit from having that infrastructure in place to grow as well."
Ryan Monahan , SVP of product solutions at Catalina to Store Brands

Catalina Compass incorporates the company's responsive media capabilities that intelligently deploy media on- and off-platform, including the in-lane channel, to drive shopper conversion with the most efficient media possible, thus providing a positive ROI for the advertised brand.

"The point of Catalina Compass is to help each individual retail partner more quickly achieve their new revenue goals through collaboration and products,” said Kevin Hunter, CCO at Catalina. “By bringing together a powerful set of products and services, along with our vast experience at unlocking the value of a retailer's 1st party data and media channels — including their in-store media assets — Compass helps navigate the rapidly evolving AdTech and MarTech arenas. Catalina Compass will help with the fundamentals of selling and executing multi-channel campaigns, orchestrate more meaningful customer experiences via hyper-personalized content, as well as solve the more complicated aspect of in-flight measurement and attribution, on and off platform.”