Personalized digital media company Catalina has entered into a definitive agreement to acquire Cellfire, a provider of load-to-card (L2C) digital coupons for consumer packaged goods retailers. Cellfire will operate under the Catalina umbrella but will retain its name and all full-time employees. Cellfire headquarters also will remain in Silicon Valley.
The acquisition is positioned to help Catalina keep pace with consumers’ increased demand for digital and mobile coupons, according to a press release. CPG retailers and brands will be able to deliver personalized media based on customer preferences, and overall browsing and buying history.
“With Cellfire, we can now seamlessly deliver content at scale across all channels and screens for our retail and brand partners,” noted Jamie Egasti, CEO of Catalina. With the purchase, Catalina also will be able to expand its reach, adding more than 22,000 stores to its national network.
“Helping shoppers save time and money through an intuitive and relevant digital couponing experience is paramount to the future of retail,” said Robert Drescher, CEO of Cellfire. “Combined with Catalina’s deep personalization capabilities and large offer pool, this creates compelling value for retailers.”