REINVENTING CPG SUMMIT

SAN FRANCISCO - Food Lion is testing a customer segmentation effort with the goal of growing business by targeting shopper groups with banners, products and direct-mail offers that are tailored to their buying behavior and lifestyles.The Salisbury, N.C.-based retailer first tested the program at eight stores in 2005 and is expanding it to other groups of stores after seeing sales lifts that met expectations,

SAN FRANCISCO - Food Lion is testing a customer segmentation effort with the goal of growing business by targeting shopper groups with banners, products and direct-mail offers that are tailored to their buying behavior and lifestyles.

The Salisbury, N.C.-based retailer first tested the program at eight stores in 2005 and is expanding it to other groups of stores after seeing sales lifts that met expectations, said Charles Davis, director of pricing there. He declined to provide specif

Register to view the full article

Already a member? .