ORLANDO, Fla. — Safeway is recognizing “a little bit of a re-emergence of optimism among shoppers” as some come back to pre-recession behavior, Michael Minasi, the retailer’s president of marketing, said during a panel discussion at the FMI Midwinter Executive Conference here. Despite the optimism, “shoppers are more active in pre-shop planning around saving money,” he said. “So these are aggressive, involved shoppers, and we need to connect with ...

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