Midwest c-store chain targets customers by purchase

Dan Berthiaume
Senior Editor, Technology
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Kum & Go (K&G) is directly tying digital media promotions to actual in-store sales.

K&G is deploying the Catalina Buyervision solution to deliver personalized digital media that is measured in near-real-time by actual purchases, rather than impressions or clicks. The retailer leverages Catalina’s scaled dataset of anonymized shopper data from more than 90 million households and more than 11 billion shopper trips annually to provide relevant ad messages and offers to consumers with purchase-based targeting. K&G will add purchase data of more than 1 million identifiable, yet anonymized, shoppers frequenting its stores to the Catalina dataset.

In the process, K&G measures the impact of media tied to actual in-store sales that correlate to ad exposures, with the intended result of reduced ad waste. The implementation will also include Catalina's portfolio of digital products, including Audiences, Measurement, and Hub360 data warehouse, to deliver personalized digital media.

"With all of today's retail choices, it becomes increasingly critical for us to attract and create meaningful, personalized engagement with all our shoppers, today's and those of tomorrow,” said Stuart Taylor, VP of business insights and analytics at Kum & Go. “We are excited about the ability to deliver precise, personal interaction among our loyalty customers, and now beyond, helping them connect with the products, healthy choices and brands we know they will like based on their prior purchases. 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."

Established in Hampton, Iowa in 1959, K&G operates approximately 400 stores in 11 states – Iowa, Arkansas, Colorado, Minnesota, Missouri, Montana, Nebraska, North Dakota, Oklahoma, South Dakota, and Wyoming.