Catalina Marketing Reaps Deal With Wild Oats

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Wild Oats Markets Inc., a chain of natural and organic food markets in the United States and Canada, signed a multiyear contract to install the Catalina Marketing Network, it was announced yesterday.


The network will use UPC-based scanner technology to target and communicate with consumers based on current and historical purchase behavior. The installation is across the Wild Oats Natural Marketplace, Henry's Marketplace and Sun Harvest stores.


"It is crucial that we are able to treat our natural/organic customers as individuals," Steve Kaczynski, senior vice president of sales and merchandising at Wild Oats Markets, said in a statement. "The Catalina Marketing Network allows us to do just that by communicating with each customer based on their buying behavior."


The Catalina Marketing technology is not being installed in Wild Oats' Capers Community Markets stores.


Wild Oats Markets, Boulder, CO, has 103 natural food stores in 25 U.S. states and the Canadian province of British Columbia and reports sales of about $920 million.


Wild Oats is the first retailer in the natural and organic foods industry to work with Catalina Marketing, St. Petersburg, FL.


"This relationship enables Wild Oats to be successful in two important areas of our business: driving sales and increasing loyalty," Kaczynski said.


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