The 'Green' Consumer: Catalina Marketing Looks Inside Their Shopping Basket

Business Wire, Jan 23, 2008

ST. PETERSBURG, Fla. -- Retailers and manufacturers can start to see more "green" if they begin to effectively market to the newly-emerging "Green" shopper categories, according to research announced today by Catalina Marketing.

According to Catalina, when one Green non-food product was included in a shopper's basket, the average order reached nearly $100 - triple the normal $29 shopping basket. Catalina's recent behavior-based, Green customer segmentation revealed that shoppers buy Green for four distinct reasons: couples caring for their pets, families cleaning their homes, women caring for their bodies and families "going Green" with a wide range of products - with this last group accounting for 44% of all Green non-food purchasing. This illustrates the importance of understanding each consumer's need for Green when communicating about Green products.

In conjunction with the FMI Sustainability Task Force, Catalina analyzed the buying behavior of over 100 million unique shopper IDs for over 2,000 Green general merchandise products during a one-year period. In July 2007, the research showed an emerging 4.7% of shoppers had purchased a Green product and since then, the number has increased to 5.2% of shoppers.

These insights were presented recently by Ed Kuehnle, President of Catalina Marketing Services, at the Grocery Manufacturers Association (GMA) Environmental Sustainability Summit in Washington, D.C.

Catalina Marketing insights are derived from customer behavioral research based on their actual purchasing behavior, not surveys. Catalina has the ability to analyze customer segments and provide insights to its retailer and manufacturer sponsoring clients, enabling them to deliver relevant and targeted communications to specific consumers while preserving their privacy.

About Catalina Marketing Corporation

Based in St. Petersburg, Fla., Catalina Marketing Corporation (www.catalinamarketing.com) was founded 25 years ago based on the premise that targeting communications based on actual purchase behavior would generate more effective consumer response. Today, Catalina Marketing combines unparalleled insight into consumer behavior with dynamic consumer access. This combination of insight and access provides marketers with the ability to execute behavior-based marketing programs, ensuring that the right consumer receives the right message at exactly the right time. Catalina Marketing offers an array of behavior-based promotional messaging, loyalty programs and direct-to-patient information. Personally identifiable data that may be collected from the company's targeted marketing programs, as well as its research programs, are never sold or provided to any outside party without the express permission of the consumer.