In Supermarket News:
FMI CEO: Balancing shopper demand for personalization
Food retailers can fulfill consumer demand for more personalized service without becoming overwhelmed if they focus on the demographics of their customer base, identify the groups to which the majority of their shoppers belong and then customize the shopping experience based on the preferences and tastes of those groups, FMI President and CEO Leslie Sarasin writes. "If a food retailer can become sufficiently knowledgeable of the communities that comprise their shoppers and create a shopping experience contoured to each group's tastes, they will have made tremendous strides toward offering customized service," she writes. ... "
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