In the marketing business, “targeting” is almost as hot a buzzword as “engagement” is when it comes to talking about consumers, and nowhere is that as evident as at Sobeys Inc., the no. 2 player in Canada’s fiercely competitive grocery retailing sector.
The Stellarton, N.S.-based company, which has been expanding throughout Canada for the last decade, has stepped up a campaign of targeting consumers with tailored direct and online mailings and has launched a new player in the burgeoning discount....