St. PETERSBURG, Fla. (March 16, 2017) –– National brands wanting to reach deeper into local markets with greater targeting precision are turning to SKUlocal, a new direct marketing company formed after Cox Enterprises spun off its targeted media division. SKUlocal combines intelligent targeted direct mail services with keen shopper insights to connect with local consumers in more cost-effective ways.
SKUlocal focuses primarily on the consumer packaged goods (CPG), grocery and over-the-counter (OTC) categories. The company develops targeted shopper marketing programs designed to activate customer purchases from key retail partners.
These omnichannel programs include targeted direct mail (print), geo-specific print-at-home digital coupons (digital) and retail specific blogger engagement (social media). SKUlocal can create programs using the wide reach of scale with personalized target marketing.
“There’s a better way to do shopper marketing and we think we’ve found it with SKUlocal,” said President Michael Vivio. “Even though the name is new, SKUlocal builds on our nearly 50 years of consumer targeting experience. Using our total national audience of more than 70 million customers, we can provide precise targeting to very specific shopper behaviors and needs.”
Another key asset for SKUlocal is its strategic partnership with Inmar, Inc., the largest clearinghouse of coupons in the U.S. This allows SKUlocal to provide industry-leading coupon security and digital campaign measurement for its clients.
Among SKUlocal’s clients are Procter & Gamble, Bayer, Kellogg’s, Walgreens, HEB and Sam’s Club.
When Platinum Equity, a global investment firm, acquired Cox Target Media (CTM) on Dec. 31, a new name was needed for CTM. The direct marketing company had been owned by Cox Enterprises since 1991, but now had to drop the Cox name. The name SKUlocal was selected to highlight the company’s ability to “skew” nationally branded products to local audiences through the use of advanced targeting and key consumer data and insights. Platinum Equity’s acquisition of CTM also included Valpak and Savings.com.
Based in St. Petersburg, FL, SKUlocal is a national direct marketing company that offers targeted marketing solutions to identify and engage specific shopper segments. The company provides marketers with keen insights into how consumers think and behave when shopping and buying. SKUlocal’s mass reach — coupled with powerful, precise targeting and true consumer insights — drives measurable-buying transactions across verticals, including consumer packaged goods (CPG), over-the-counter (OTC) and grocery. SKUlocal is owned by Platinum Equity, a global investment firm based in Los Angeles.
About Platinum Equity
Founded in 1995 by Tom Gores, Platinum Equity is a global investment firm with a portfolio of approximately 30 operating companies that serve customers around the world. Platinum Equity specializes in mergers, acquisitions and operations — a trademarked strategy it calls M&A&O® – acquiring and operating companies in a broad range of business markets, including manufacturing, distribution, transportation and logistics. Since its founding, Platinum Equity has completed more than 185 acquisitions.