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11/03/2021

Catalina sets the standard for secure digital, paper coupons

Working alongside The Coupon Bureau, media company becomes the first to standardize print and digital coupons — including mobile offers, connected TV coupons and more.
Dan Ochwat
Executive Editor
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Aligning with its pioneering grocery store coupon roots, Catalina is set to become the first company to offer standardized print and digital coupons as part of its shopper intelligence and omnichannel media solutions. 

The coupons meet a security standard set by GS1 US in both digital and paper formats, and the coupon adoption is being done in partnership with the Association of Coupon Professionals and the Coupon Bureau. For store brands, the move means that retailers promoting own brands via its in-store and digital formats can work with Catalina knowing the provider offers secure coupons approved to the standard set by GS1 US.

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The new 8112 standard from GS1 US enables real-time validation of coupon offers at retail, while creating a new universal standard for single-use offers, and the scope of the effort extends beyond digital offers on an individual shopper’s mobile device. Catalina will distribute the coupons through its broad ecosystem of digital channels including digital display, place-based media and connected television, as well as its in-store printer network at participating retailers.

“Brands have more options than ever on how and where to promote, but also more constraints and pressure to show that the marketing investment is generating a positive return. A misguided offer that goes viral or a high-value offer that gets cloned and redistributed can wreck a brand’s budget,” said Ryan Monahan, SVP of product solutions at Catalina. “Our partnership with The Coupon Bureau to offer single-use and real-time authentication of coupons will give marketers confidence that their offers will be used only as intended.”

Catalina currently delivers $6.1 billion in value annually in partnership with retailers to a precisely targeted set of consumers, offering the ideal balance in scale and control for both brands and retailers. With extensive knowledge of shopping behaviors and preferences of 109 million households across the United States, Catalina can deliver promotions to only the desired targets.

Because of Catalina’s scaled reach, precision targeting and tight distribution controls, many brands have looked to Catalina to deliver unique, high-value offers to their customers for nearly 40 years, both in-store and online, the St. Petersburg, Fla.-based company said. Manufacturers will now be able to add the additional protection of the 8112 coupon standard to protect those offers from abuse and mis-redemption, with the ultimate aim of making Catalina offers the gold standard in controlled promotion distribution.

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“With over $100 million in annual fraud wreaking havoc on the coupon industry, it is critical for innovators like Catalina to lead the industry in advancing the standard to a more secure format that reduces the burden on all parties and discourages counterfeit activity,” said Brandi Johnson, CEO, The Coupon Bureau. “We anticipate that adoption will be accelerated thanks to the extensive scale of Catalina’s retailer network coupled with their manufacturer client base representing millions of coupons annually.”

Monahan added: “We are proud of our collaboration with The Coupon Bureau, the Association of Coupon Professionals, other industry partners and many leading brands to bring this new secure format to market.”

Before its leading position as a shopper intelligence and omnichannel media provider, back in 1983, Catalina became a pioneer in the in-lane marketing channel courtesy of its ubiquitous coupon printers at grocery store checkouts all across the land. The partnership with The Coupon Bureau makes for a fitting tradition.

“Catalina has been instrumental in the (AI) 8112 project since its inception,” said Johnson. “The TCB team and I are thrilled that Catalina is once again jumping forward in innovation by incorporating the new coupon standard for their in-store print product that will be an essential aspect of growing the adoption of the new standard.”