CATALINA IS ROLLING OUT INTEGRATED PRICE LABELS

ST. PETERSBURG, Fla. -- After completing a three-month test, Catalina Marketing has begun rolling out its Integrated Price Labels across its 8,400-store network.ter. Each IPL label contains shelf price and unit price information for the promoted product, as well as a representation of the coupon the shopper can earn by complying with the promotional offer.In the test, stores with Checkout Coupon IPLs

ST. PETERSBURG, Fla. -- After completing a three-month test, Catalina Marketing has begun rolling out its Integrated Price Labels across its 8,400-store network.

ter. Each IPL label contains shelf price and unit price information for the promoted product, as well as a representation of the coupon the shopper can earn by complying with the promotional offer.

In the test, stores with Checkout Coupon IPLs showed up to a 40% increase in volume on promoted items compared with stores without the shelf labels, the company said.

"The program boosts the effectiveness of communicating consumer pay-for-performance programs and delivers increased product movement," said George Off, Catalina president and chief executive officer.

About 40% of the Catalina's stores have IPLs, and the company projects expansion to 70% of the network by the end of the calendar year.

Supermarket chains currently using the labels include Dominick's/Omni, Pathmark, Safeway (Eastern division), Weis Markets, Homeland, Harvest Foods and Randall's.