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Valpak, Catalina partner to help brands better target buyers

August 27, 2020 - A new partnership between two well-known St. Petersburg marketing firms is designed to better target consumers while cutting marketing expenses. Direct mailer Valpak is partnering with Catalina, a technology company that collects and analyzes shopping trends, to help brands leverage point of sale loyalty insights, a news release said. The partnership follows a technology initiative Valpak unveiled earlier this month, called household select, that allows for in-zone targeting at the household level. That allowed Valpak to become the first shared mailer to allow advertisers to select only the households they want to reach while still achieving the postal efficiency of shared mail, the news release said. The partnership with Catalina will allow Valpak's envelopes to further be targeted based on known purchases, preferences and shopper behaviors.

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