Safeway cracks the marketing code for new products
Stephen WhitesideWarc
In mid-2012, Safeway – the supermarket chain – set out on a mission to become a hub for new and exciting products, and to consistently deliver a strong return on investment (ROI) when co-marketing these goods with brand owners.
And Chris Almeida, the company's vp/shopper marketing, core business and loyalty, left delegates at the Brand Activation Association's (BAA) Marketing to the Omni-Channel Shopper: EAST 2014 event in little doubt concerning its success. "Since we launched this program almost two years ago, we've launched close to 550 items," he revealed....