Giant Food Stores Leverages Consumer Insights

Giant Food Stores is competing more effectively with local retailers by enhancing its consumer research capabilities and gathering more insights about shoppers. The evolution of the program also includes adding new sources of information and sharing them widely throughout the company, according to Sharon Eiswert, director of consumer research for the 143-store chain operating under the Giant

CHICAGO — Giant Food Stores is competing more effectively with local retailers by enhancing its consumer research capabilities and gathering more insights about shoppers.

The evolution of the program also includes adding new sources of information and sharing them widely throughout the company, according to Sharon Eiswert, director of consumer research for the 143-store chain operating under the Giant and Martin's banners.

“It's a huge competitive advantage,” she said.

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