September 2014Catalina Acquires Cellfire, Becomes Leader in CPG Load-to-Card Digital Couponing

Omnichannel offering helps CPG retailers and brands meet changing digital needs of consumers

September 5, 2014 - Catalina, the personalized digital media company, today announced that it has entered into a definitive agreement to acquire Cellfire, the leading provider of load-to-card (L2C) digital coupons in the consumer packaged goods (CPG) market. In response to shopper demand for digital and mobile coupons, this acquisition makes Catalina the leading provider of L2C digital coupons in the CPG industry, a high-demand market expected to continue double-digit growth through 2018.

“With Cellfire, we can now seamlessly deliver content at scale across all channels and screens for our retail and brand partners,” said Catalina CEO Jamie Egasti.

Catalina’s acquisition represents a major step forward for their omnichannel offering, enabling CPG retailers and brands to meet the demands of today’s changing consumer by seamlessly delivering relevant content when and where shoppers choose. Catalina’s ability to personalize media based on what shoppers actually want and buy, coupled with Cellfire’s reach of more than 22,000 stores nationwide, will bring relevant coupons to shoppers without the need to print at home.

“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. “Retaining loyal shoppers is about adapting to the new digital lifestyle. It’s about showing up at the right time, and meeting the demands of a new generation that expects technology to provide solutions that work in harmony with their daily life. Combined with Catalina’s deep personalization capabilities and large offer pool, this creates compelling value for retailers and brands.”

Cellfire will operate under the Catalina umbrella, retaining its name, all full-time employees and its Silicon Valley headquarters.

About Catalina
Catalina’s personalized digital media drives lift and loyalty for the world’s leading CPG retailers and brands. Catalina personalizes the consumer’s path to purchase through mobile, online and in-store networks powered by the largest shopper history database in the world. Catalina is based in St. Petersburg, FL, with operations in the United States, Europe and Japan. To learn more, please visit or follow us on Twitter @catalina or @catalinamobile.

About Cellfire
Cellfire delivers millions of L2C digital coupons each week with reach of more than 22,000 stores nationwide. Named best instant savings application by Consumer Reports, Cellfire enables consumers to instantly save money by linking offers directly to their store loyalty cards through any web-enabled device. For more information, visit


Source: Catalina Marketing 
Title: Catalina Acquires Cellfire, Becomes Leader in CPG Load-to-Card Digital CouponingDate Published: September 5, 2014
Date Accessed: September 5, 2014

Company Details

  • St. Petersburg,
  • Year Invested2014
  • Year Realized2019
  • Industry
  • TypesManagement Recapitalization

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