Taking It Personally

Taking It Personally

One-to-one offers are growing more sophisticated and more widespread, but questions remain

This time, it's personal. Food shopping, that is.

Safeway early this year launched its Just For U program, a website that generates custom offers — and custom prices — for shoppers based on their purchase history. Ahold this summer sent personalized offers to 2.5 million shoppers of its Stop & Shop banner, while testing an e

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