Wholesalers Segment Shoppers Using Lifestyle Clusters

LAS VEGAS Wholesalers are beginning to redesign their advertising programs using data in ways that allow retailers to direct their messages to potential customers based on lifestyle clusters rather than on geography, executives said in separate presentations at the National Grocers Association's annual convention here. Dan Murphy, senior vice president, perishables and retail support, Unified Western

LAS VEGAS — Wholesalers are beginning to redesign their advertising programs using data in ways that allow retailers to direct their messages to potential customers based on lifestyle clusters rather than on geography, executives said in separate presentations at the National Grocers Association's annual convention here.

Dan Murphy, senior vice president, perishables and retail support, Unified Western Grocers, Los Angeles, said his company is reducing its 16 ad groups down to

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