Catalina has reached a deal with competing promotion and in-store media players Valassis, Valpak and Insignia Systems to form a sales and marketing alliance, just as the downturn prompted by coronavirus appears likely to drive a surge of price promotion.
Dubbed the Catalina In-Store Partner Media Network, the number of companies participating is likely to grow with other negotiations ongoing, says Brian Dunphy, senior vice president of digital business and strategic partnerships at Catalina. In addition to creating and selling joint programs with Catalina, he says, the partners will also do deals among each other.
Catalina is best known for coupon machines that dispense offers alongside receipts in a network spanning 23,000 U.S. stores. Valassis is best known for freestanding coupon inserts in newspapers and direct mail, a business that’s faced increasing challenges as Sunday newspaper circulation declines. Valpak is a direct-mail promotion player, while Insignia handles in-store signage and mobile offers.