Safeway is using Big Data to build closer relationships with some 30 million customers, Keith Colbourn, SVP, loyalty and analytics, said during a panel discussion on Big Data at the FMI Midwinter Executive Conference in Scottsdale, Ariz. The efforts currently center on Safeway's Just For U marketing platform, which delivers personalized deals to shoppers, he said. "The club card at Safeway has been around for 15 years, but it's really been amazing that in the past three or four ...

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