St. Petersburg firm pushes edge on delivering product prices geared to individual shopper
Wake up and good morning. What happens if one supermarket shopper walks an aisle and gets offered one set of tempting prices for many goods while another shopper goes down the same aisle and sees different prices? That level of personalized pricing -- based on sophisticated databases of customer buying habits -- is already being tested in some supermarkets and surely will be heading our way on a grander scale soon.
One of the company's leading the charge on this techno-marketing shift is St. Petersburg-based Catalina which calls its expertise "precision marketing" based on tracking billions of consumer purchases each year. Mining such data is retailing's future and Catalina's on the cutting edge of that specialty.
Catalina's mentioned prominently in today's New York Times story about supermarkets testing customized pricing. For example, the story states Catalina runs a mobile app for the Stop & Shop grocery chain that allows shoppers to scan products. When they do, Catalina can identify them via their frequent shopper or phone number and knows where they are in the store. "Special e-coupons are created on the spot" that play to each shopper's known preferences and likely interest in related products.
It's only a matter of time before this one-on-one shopping trend expands to other types of stores. As Catalina executive Todd Morris (photo, left) tells the New York Times: "If someone is in the baby aisle and they just purchased diapers, we might present to them at that point a baby formula or baby food that might be based on the age of their baby and what food the baby might be ready for."
-- Robert Trigaux, Business Columnist, Tampa Bay Times