In their ongoing battle with Wal-Mart Stores, supermarkets have always had at least one advantage: Wal-Mart offers no loyalty card and therefore doesn't know what individual shoppers are buying. Supermarkets with loyalty programs can gather data on shoppers' purchases and leverage that data in their marketing efforts. But that advantage may soon fade away. Though it still lacks a loyalty program, recent announcements by Wal-Mart's new chief marketing officer, John Fleming, suggest a new ...

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