Catalina Buys Digital Coupons Firm Cellfire

In the US, point-of-sale data giant Catalina has acquired digital coupons specialist Cellfire, with the aim of developing personalized offers for shoppers. Terms of the deal were not disclosed.

Cellfire delivers millions of L2C (load-to-card) digital coupons each week from more than 22,000 stores. Through this service, consumers can instantly save money by linking offers directly to their store loyalty cards through any web-enabled device.

Catalina says the buy will allow it to combine Cellfire's reach with its own ability to personalize media based on shopper purchase history, to bring relevant offers to shoppers without the need to print coupons at home. Cellfire will now operate under the Catalina umbrella, retaining its name, all full-time employees and its Silicon Valley headquarters.

Cellfire CEO Robert Drescher (pictured) comments: 'The digital coupon industry is growing as consumers do more on mobile. As we combine our solutions with Catalina's deep personalization capabilities and large offer pool, we look forward to providing even greater value to shoppers, retailers and brands.'

Web site: www.catalinamarketing.com and www.cellfire.com .