UKROP'S USES CARD DATA TO ANALYZE ITS SHOPPERS

HOUSTON -- Ukrop's Super Markets, Richmond, Va., has assembled a comprehensive customer data base containing behavioral "snapshots" of 293,000 households whose purchases represent 87% of chainwide sales.The 23-store chain is using the information collected through its card-based frequent shopper program to track and study customers' shopping patterns and develop targeted marketing campaigns for individual

HOUSTON -- Ukrop's Super Markets, Richmond, Va., has assembled a comprehensive customer data base containing behavioral "snapshots" of 293,000 households whose purchases represent 87% of chainwide sales.

The 23-store chain is using the information collected through its card-based frequent shopper program to track and study customers' shopping patterns and develop targeted marketing campaigns for individual households.

Although Ukrop's was among the first retailers to launch a

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