Marsh Supermarkets: Top Customers Driving Ad Sales

ROSEMONT, Ill. As the economy continues to squeeze shoppers, Marsh Supermarkets is finding that its best customers not bargain hunters are generating much of its promotional sales. Marsh's most loyal shoppers 154,000 people who represent 24% of its active customer base account for 57% of the sales of front-page items in the weekly circular, according to Mark Heckman, vice president of marketing for

ROSEMONT, Ill. — As the economy continues to squeeze shoppers, Marsh Supermarkets is finding that its best customers — not bargain hunters — are generating much of its promotional sales.

Marsh's most loyal shoppers — 154,000 people who represent 24% of its active customer base — account for 57% of the sales of front-page items in the weekly circular, according to Mark Heckman, vice president of marketing for Indianapolis-based Marsh, which operates 101 stores. While core shoppe

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