Conversely, on the brand side, Catalina separately developed a number of mobile commerce apps for major grocers and brands, such as SCAN IT! Mobile, a mobile check-out app that’s live in 400 Stop & Shop and Giant-Landover stores. Catalina, for instance, prototyped the SCAN-IT app with IPG Mediabrand’s IPG Media Lab to determine what triggers and threshold of content and offers influence people to use in-store apps.
In addition to the in-aisle shopper “R&D” mobile developments afford, as a result of the Cellfire buy, Catalina can now “extend the same level of accountability to the mobile space [by] tying offers directly back to in-store sales,” according to Morris.
Catalina and Cellfire is another notch in the belt of the brick-and-mortar and digital/mobile hook up. Tesco-owned Dunnhumby notably acquired digital retargeter Sociomantic while WalmartLabs recently picked up product discovery platform Luvocracy and Stylr mobile for “local” store discovery. Datalogix, too, snapped up loyalty and shopper marketing data company Spire to parse offline and online shopper data.