FMI conference panelists talk shopper experience

01/23/2013 | Supermarket News (free registration)

Panelists at the FMI Midwinter Executive Conference discussed the importance of creating consumer experience based on the person's needs. "We are creating more occasion- and theme-based marketing, involving partnering between marketing and merchandising groups," said Diane Dietz, Safeway's executive vice president and chief marketing officer. "We need to start with the consumer's needs and solve those, as opposed to starting with internal departments."

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