When it comes to retail marketing, Safeway, like many retailers, collaborates with manufacturers to differentiate itself from the competition, build brand equity, and drive store traffic. Yet unlike most, the Pleasanton, Calif.-based chain just inked a multi-year deal with Valassis, Livonia, Mich., a marketing services provider, for direct-mail initiatives involving manufacturers, as well as solo category and brand-specific efforts. "Valassis will help Safeway to enhance the value ...

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