INDIANAPOLIS -- Marsh Supermarkets here is evaluating how best to allocate direct mail advertising dollars to further empower its new electronic frequent shopper program. About 80,000 shoppers have enrolled in the frequent shopper program, dubbed Marsh Fresh I-D-E-A (Instant Discounts Electronically Applied), since its introduction four months ago. Mark Heckman, director of market research, said Marsh is pleased with the acceptance rate and will look to build the shopper base further. "We ...

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