Catalina sells DM services division to Valassis
Catalina Marketing has sold its direct mail division to Valassis and is to focus on proprietary applications delivered at the point of sale.
Catalina Marketing Corporation has sold its direct mail division, Catalina Marketing Direct Marketing Services, to Valassis out of cash for an undisclosed amount. As part of the agreement, Valassis will assume and honour all existing Catalina Marketing Direct Marketing Services customer contracts and employees.
This transaction supports Catalina Marketing's previously announced strategy to focus on proprietary applications delivered at the point-of-sale. Both Catalina Marketing Direct Marketing Services and Valassis' 1 to 1 direct mail business specialise in direct mail that is targeted based on the actual consumer purchase behaviour and lifestyle changes of consumers.
Combined expertise According to Alan F. Schulz, chairman, president and chief executive officer of Valassis: "We will work with our customers and explore opportunities to create greater value for them while maintaining the integrity and confidentiality of their frequent shopper data. Incorporating the best practices of each organisation, including continued relationships with high-quality vendors, will create 'best in class' direct marketing solutions for our customers."
Combined strengths Catalina Marketing Corporation was founded 20 years ago based on the premise that targeting communications based on actual purchase behaviour would generate more effective consumer response. It offers an array of behaviour-based promotional messaging, loyalty programmes and direct to patient information. Valassis offers a range of marketing services to consumer packaged goods manufacturers, retailers, technology companies and other customers and has operations in the United States, Europe, Mexico and Canada. Its Connective Media portfolio includes: newspaper advertising & inserts, preprints, sampling, direct mail, 1 to 1 marketing programmes, coupon clearing and consulting and analytic services.