Going into their second decade of battle, supermarkets and mass merchandisers are both pulling out new tactics. However, mass merchants have taken the war to a new area and crossed the lines into private label. Here, they are uprooting customer loyalty in some core categories and subtly garnering market share. Nevertheless, with some altered thinking coupled with defensive, as well as offensive, actions, supermarket retailers are positioned to reclaim some of those losses and market share. ...

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