Catalina Buys Digital Coupon Company

Aims to boost mobile offers

Catalina has acquired digital coupon company Cellfire to expand its brand offerings and build mobile loyalty programs.

Cellfire is a website and mobile app that's used by 22,000 retailers in the U.S. With the acquisition, Catalina claims to have the largest pool of load-to-card content, or coupons that are stored to loyalty cards.

"Bringing these two together results in increased content for retailers, higher redemption rates for brands and greater shopper loyalty," said Todd Morris, president of Catalina.

Cellfire will continue to operate under its current name and will retain its staff. Terms of the deal were not disclosed.

With print-at-home and mailed coupon redemption rates on the decline, the load-to-card digital coupon market is projected to grow significantly in the next few years. According to a 2013 study by eMarketer, more than half of U.S. adult Internet users—equivalent to 102.5 million people—will redeem a digital coupon via any device for either online or offline shopping.