THE GREAT EQUALIZER

Savvy independent retailers are using frequent-shopper programs to both target loyal customers and to compete against big chains.Quick to gather frequent-shopper information and quick to react to it, some aggressive independents are finding they can drill down into the data and develop new marketing plans as fast, if not faster, than the competition, and best the large chains at serving customers.To

Savvy independent retailers are using frequent-shopper programs to both target loyal customers and to compete against big chains.

Quick to gather frequent-shopper information and quick to react to it, some aggressive independents are finding they can drill down into the data and develop new marketing plans as fast, if not faster, than the competition, and best the large chains at serving customers.

To battle competition in its area, Lees Supermarket, Westport, Mass., is using

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