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.

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