Long considered a price leader in the New York Metro area, ShopRite, a cooperative supplied by the Wakefern Food Group, is relentless in its sharp pricing message promising weekly savings, buoyed by one promotional feature after another. But for Joe Sheridan, executive vice president of Wakefern and a longtime veteran of the cooperative, marketing is really a layer of two-way communication that goes beyond the basic message that ShopRite uses to drive its extraordinary store ...

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