Wakefern Food Corp. Expands Data Partnership with Catalina

Shopper intelligence leader Catalina today announced Wakefern Food Corp., the nation’s largest retailer-owned grocery cooperative, is expanding its use of Catalina’s ecosystem of data-driven solutions, including its Anonymized Transaction Database, to help consumer packaged goods (CPG) brands more quickly and deeply understand shopper behavior, while expanding digital engagement with shoppers in Wakefern’s retail geographies.

CPG brands will be able to leverage data insights to deliver highly personalized messages to shoppers to maximize product launches, gain share within their CPG categories, and even measure the impact of their media on in-store sales during or after a campaign across the larger grocer ecosystem, which now includes Wakefern banners.

“As market conditions and shopper preferences evolve, we are pleased to help Wakefern’s brand partners transform data into actionable insights to deliver value to existing shoppers in innovative ways, while building relationships with new shoppers, to grow their business,” said West Naze, VP of Retail Digital Strategy for Catalina.

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CPG brands working with Wakefern will have the ability to access Catalina’s suite of campaign insights and optimization and measurement tools aimed at delivering transparency and performance metrics like real-time attribution, share of wallet, and closed-loop, purchase-based measurement. Additionally, brands can engage current and potential shoppers outside of Wakefern’s walls and digital platform through Catalina’s precise multi-channel coordination, whether via cable and over-the-top TV, digital out-of-home, social, mobile, online video, banner displays and in-store incentives.

“We are always looking for new ways to connect shoppers with brands they love,” said Elizabeth Goodbread, Director of Digital Commerce for Wakefern.  “Equally important is ensuring that every step is conducted with the utmost care and attention to consumer privacy and security.”

For nearly 40 years Catalina has been a trusted partner to the world’s leading CPG retailers and brands. “Since our first day in 1983, Catalina has had no higher priority than ensuring the privacy and security of the data entrusted to us around the globe. Maintaining consumer trust is paramount to the continued success of our business partners,” added Naze.