Catalina Marketing, A&P Enter Loyalty Partnership

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Catalina Marketing Corp., St. Petersburg, FL, said yesterday that it has signed a three-year agreement to supply direct mail, analytical resources and other loyalty marketing services to the Great Atlantic & Pacific Tea Co.


The deal "will allow us to take our loyalty marketing efforts to the next level, to include customer relationship management, category management and customer retention," said Donald J. Sommerville, senior vice president and chief marketing officer at A&P.


Catalina Marketing's loyalty services are designed to enable supermarket retailers to personalize messages based on purchase behavior.


A&P, Montvale, NJ, operates more than 700 stores in 15 states, the District of Columbia and Ontario under the following trade names: A&P, Waldbaum's, The Food Emporium, Super Foodmart, Super Fresh, Farmer Jack, Kohl's, Sav-A-Center, Dominion, The Barn Markets and Food Basics.


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