Catalina Marketing has changed itself significantly in order to ride the online wave.

As Jack Neff reports in Advertising Age: “Only 1.5 percent of shoppers account for 80 percent of a typical new packaged-goods product’s sales, according to a study by Catalina Marketing. And they tend to already be heavy buyers of the category and brand from which the new product comes. Potentially the bigger news: Catalina now believes it has a way to target these individuals with online banner and video ads in a system that could steer big portions of packaged-goods budgets into highly targeted digital advertising. The upshot is that Catalina, best known for its retailer loyalty-card programs and Checkout Coupon machines that spit out offers at the cash register, is now getting into digital-media buying. It will be selling inventory from internet publishers, albeit potentially integrated with data from Catalina’s own shopper-marketing programs.”

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