Chief to Launch CRM Program

DEFIANCE, Ohio — Chief Super Market here, which operates 12 stores in northwest and west-central Ohio, has signed with Accelitec, Bellingham, Wash., to launch a customer relationship management (CRM) program during the second quarter of 2011.

DEFIANCE, Ohio — Chief Super Market here, which operates 12 stores in northwest and west-central Ohio, has signed with Accelitec, Bellingham, Wash., to launch a customer relationship management (CRM) program during the second quarter of 2011.

“Our goal is to provide a better shopping experience for our customers by building relationships through the use of technology so that we can better understand, reward and take care of each individual as they come into the store,” said Annette Hoeffel, director of marketing for Chief, in a statement. “We aren’t making this program about price for our customers; we don’t want to get into that game.”

Accelitec’s system has been used by Top Food & Drug, Bellingham, and Newport Avenue Market, Bend, Ore. In those programs, shoppers identified themselves at the checkout using RFID technology and accumulated rewards in an “electronic wallet.”