If there is one thing we can learn from the supermarket chain Safeway, it is that you cannot spell “Us” without the U.
This is evident in its loyalty marketing initiative, called “Just for U.” The program has been so successful that Supermarket News recently named Diane Dietz, chief marketing officer at Safeway, as its 2013 Marketer of the Year, in part for her role in launching the program.
Just for U combines the best of all consumer loyalty practices. It....