WEGMANS TO ANALYZE PROMOTION EFFECTS ON CUSTOMER LOYALTY

PALM BEACH GARDENS, Fla. -- Wegmans Food Markets, Rochester, N.Y., will broaden a pilot program in which it shares frequent-shopper data with manufacturers, including Nabisco and Coca-Cola, in an effort to improve marketing efficiencies.The second phase of the pilot, which the participants will begin planning over the next several weeks, will analyze the effect of promotional events on customer loyalty.

PALM BEACH GARDENS, Fla. -- Wegmans Food Markets, Rochester, N.Y., will broaden a pilot program in which it shares frequent-shopper data with manufacturers, including Nabisco and Coca-Cola, in an effort to improve marketing efficiencies.

The second phase of the pilot, which the participants will begin planning over the next several weeks, will analyze the effect of promotional events on customer loyalty. "What we want to do in the next phase is take all the transaction and marketing d

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