Personalization partnership feeds smart food trend

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Personalization partnership feeds smart food trend

By Mike Troy - 10/26/2017

Catalina and Label Insight have joined forces to create a new insights ecosystem that facilitates retailers’ personalization efforts.

Catalina, a leader in shopper intelligence and personalized digital media, has increased the precision of its targeting capabilities by teaming with Label Insight, the market leader for CPG transparency. Label Insight’s product information covers more than 80% of top selling food, pet, and personal care items in the U.S. The company’s proprietary data science and machine learning capabilities capture product labeling information and create more than 22,000 unique custom attributes per products. That level of granularity is incredibly powerful when it comes to helping brands better understand, reach and influence consumers who make purchase decisions based on dietary needs, such as gluten-free, nut-free and high-protein or clean label choices like natural and recognizable ingredients and sustainable company practices.

“Brands with very specific product benefits, gluten free for example, require precise targeting to efficiently reach and convert their desired shoppers,” said Todd Morris, President of Catalina’s Go-to-Market organization. “Catalina is partnering with Label Insight to use these product attributes to enhance our dataset and further increase our ability to target shoppers who are currently buying - or have shown intent to buy - in these emerging categories. Catalina offers the only purchase-based targeting solution with this capability.”

The companies contend the benefit to advertisers is they can reach the consumers most likely to care about their products more accurately and efficiently than ever before. The solution builds on Catalina’s capability to reach more than 280 million U.S. shoppers based on their purchasing history, and integrates capabilities from Label Insight’s rich database and analytics.

With the addition of Label Insight, Catalina can uniquely deliver personalized messages and offers to a brand’s likely buyers based on a range of product attributes and knowledge of the shopper’s underlying purchase motivations. The company is using this enhanced capability to reach specific audience segments through in-store and online digital advertising and promotions. Initial audience segments include gluten free, nut free, heart healty, organic and eco friendly.

“Consumers are demanding more transparency around the products they buy,” said Paul Schaut, CEO of Label Insight. “This partnership combines our product transparency solution with Catalina’s shopper intelligence, enabling personalized marketing that efficiently matches the right shoppers to the right products.”