Valpak, Catalina Team to Better Target Households

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Valpak, Catalina Team to Better Target Households


Direct mailer Valpak has teamed with shopper intelligence company Catalina to help brands leverage point of sale loyalty insights to target specific households within Valpak's audience.

Valpak recently rolled out a technology, "household select," that enables in-zone targeting at the household level, allowing advertisers to select only the households they want to reach while still achieving the postal efficiency of shared mail. To further enhance the value proposition, Valpak is partnering with Catalina to leverage the shopper intelligence company's database of 91 million loyalty card households to target consumers within Valpak's envelope based on known purchases, preferences and shopper behaviors.

Leveraging Valpak's 92% open rate and growing audience of 37.5 million monthly households, the partnership offer brands a new way to target households at a 1-1 level based on messaging that is relevant to past purchase behavior "all for a fraction of what it would cost in traditional direct mail," according to a media release from Valpak. The partnership has also been carefully crafted to adhere to all personally identifiable information (PII) regulations, while revolutionizing the way shared mail can personalize messaging, according to Valpak. 

"We are very cognizant of the fact that the CPG media landscape is changing, and we want Valpak to help lead that change with a responsive solution," said Jay Loeffler, SVP of national accounts at Valpak, in the release. "As Valpak continues to scale its industry-leading household select technology, we felt it was a logical progression to tie in with the leader in loyalty to offer brands a new way to reach shoppers based on actual purchase data."

As the retail landscape continues to become more fragmented and consumers have more choices than ever, the ability to utilize Catalina insights to drive a targeted direct mail message is increasingly relevant, according to the company. "Consumers today expect first-class service from nearly everything they encounter," said Mike Davis, Valpak CEO, in the release. "First-class service in a world of abundant data is speaking to consumers based on their likes, dislikes and brand preferences. Our expanded partnership with Catalina is a giant step towards having offers customized in each consumer's envelope to their favorite brands, retailers and overall shopping preferences."