NEW YORK — Besides viewing its “Just for U” digital platform as a marketing tool to drive more sales from existing customers, Safeway also has benefited from using it as a defensive tool to win back customers from competitors, Steve Burd, chairman, president and chief executive officer, told the Goldman Sachs Global Retailing Conference here last week. “Just for U” is an online program offering consumers personalized pricing based on their shopping history, To illustrate his point, Burd ...

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