ARMONK, N.Y. — Food retailers have always known that a core group of loyal shoppers generate the lion's share of a store's revenues. But a new IBM survey of 6,135 U.S. consumers conducted in the first quarter of 2007 identified just how large a percentage of shoppers are not only loyal to their local supermarket but willing to serve as “advocates” for the store, recommending it to others. According to the survey, 27% of shoppers are advocates, while at the other extreme 46% are classified as ...

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