PONTE VEDRA BEACH, Fla. -- Roundy's is using frequent shopper data in smart ways to build sales. In one program, Roundy's harnessed its extensive bank of frequent shopper information to target a select group of customers who had stopped shopping in one store and lure them back with a series of direct mail offers. The result: "We had a 21% rate of people who came back into the store, which is phenomenal, and they continued to shop with us," said Tom Wiesner, director of marketing at ...

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