PERSONALITY UNCORKS IMPROVED WINE SALES

BIRMINGHAM, Ala. -- Western Supermarkets has built a successful wine operation on one-to-one service. Now, it's about to build on that personalization with a targeted e-mail marketing strategy that recognizes the wide variety of its wine customers.By late February, Western plans to start sending a new monthly wine e-newsletter to about 2,000 of its shoppers who want to receive it. Customers will get

BIRMINGHAM, Ala. -- Western Supermarkets has built a successful wine operation on one-to-one service. Now, it's about to build on that personalization with a targeted e-mail marketing strategy that recognizes the wide variety of its wine customers.

By late February, Western plans to start sending a new monthly wine e-newsletter to about 2,000 of its shoppers who want to receive it. Customers will get one of about a dozen versions of the newsletter -- tailored to the recipient based on

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