Kum & Go is First C-Store to Join Catalina's Retailer Network

Jacqueline Barba
Associate Editor, Path to Purchase Institute
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Shopper intelligence company Catalina is adding family-owned convenience store chain Kum & Go to its retail network, effective immediately. Catalina targets the purchasing decisions of about 75% of American shoppers nationwide through relationships with CPG brands and 62 grocery, drug, mass and, now, convenience retailers spanning more than 23,000 physical stores. 

Kum & Go, which operates approximately 400 locations across 11 Midwestern states, will tap into Catalina’s Buyervision to deliver personalized digital media. The partnership also will support Catalina’s portfolio of digital products including Audiences, Measurement and HUB360, to deliver personalized digital media that is measured in near real-time by actual purchases rather than impressions or clicks. To do so, Catalina leverages its scaled dataset of anonymized shopper data from more than 90 million households and more than 11 billion trips annually, providing relevant ad messages and purchase-based targeting. The process measures the impact of media tied to actual in-store sales that correlate to ad exposures, in an attempt to reduce ad waste.

“[Kum & Go is] quite far along the maturity curve of loyalty programming in the convenience store space -- with over one million identifiable, yet anonymized shoppers frequenting their stores," said Wes Bean, senior vice president of Catalina’s global retail network. "Adding that purchase data to Catalina’s unrivaled shopper intelligence database will yield further insights into cross-channel buying behavior that should further strengthen Kum & Go’s business as well as our own.”

“With all of today’s retail choices, it becomes increasingly critical for us to attract and create meaningful, personalized engagement with all of our shoppers... We are excited about the ability to deliver precise, personal interaction among our &Rewards customers, and now beyond, helping them connect with the products, healthy choices and brands we know they will like based on their prior purchases,” said Stuart Taylor, vp of business insights and analytics at Kum & Go. “As an analytics-driven company, we are excited to partner with Catalina to deliver more precisely targeted and personalized customer experiences that we believe will drive incremental sales and build loyalty.”

Earlier this year. Catalina forged a partnership with Koupon Media, a promotion solution in small format retail, to provide c-store retailers and CPGs with a more holistic understanding of cross-channel consumer purchase behaviors.