The Customer First strategy is designed to reward Kroger’s best and most profitable shoppers, through a loyalty program producing what officials call unique customer insights. Kroger’s store base and geographic diversity is such that today 50% of U.S. households carry one of Kroger’s loyalty cards. Around 90% of the company’s $90.4 billion in sales in fiscal 2011 were made by customers using a Kroger loyalty card. Kroger crunches data from its card shoppers with ...

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