Ohio-based Heinen's Grocery Store prides itself on being a storyteller and using marketing and content materials to serve different customer needs and create educational opportunities fueled by personalization, social media manager Paula Skladanowski told Winsight Grocery Business in a recent podcast focusing on FMI's 2019 Trends Report. "It really comes down to providing the right content and product choice to our customers at the right time," said Amii Lang, Heinen's director of e-commerce and loyalty.