Catalina Expands One-to-One to A&P

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Catalina Marketing, St. Petersburg, FL, said yesterday that Market Logic, the company's direct marketing subsidiary, signed a contract with A&P food stores.

Market Logic will implement its One-to-One Direct program for A&P. The program combines laser and print technologies with grocery retailer frequent shopper databases to deliver value-added incentives to shoppers.

The program is also designed for consumer packaged goods companies to build brand equity and increase loyalty and consumption. UPC-level purchase behavior is mined using either the retailer's frequent shopper database or Catalina Marketing's database to match the most relevant offers to each customer. Customer purchase data are controlled by either Market Logic or the retailer.

The A&P contract adds 450 stores to the One-to-One Direct program, bringing the total number of participating stores to more than 5,300.

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