Making EDLP Credible

For Stephen Vowles, getting consumers to understand that Stop & Shop and Giant-Landover have lowered prices is just the beginning. The senior vice president of marketing for the two Ahold-owned chains is in the midst of a multifaceted effort to quickly reverse consumer perceptions about the value of shopping at the banners, while at the same time creating an ever-more-personalized shopping experience

For Stephen Vowles, getting consumers to understand that Stop & Shop and Giant-Landover have lowered prices is just the beginning.

The senior vice president of marketing for the two Ahold-owned chains is in the midst of a multifaceted effort to quickly reverse consumer perceptions about the value of shopping at the banners, while at the same time creating an ever-more-personalized sh

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