Loyalty Data Aids in Recall Efforts

JULIE GALLAGHER

DAYTON, Ohio — Food retailers are mining their loyalty data and taking other precautions to contain the spread of the outbreak strain of Salmonella Typhimurium.

One day last week, employees at Dorothy Lane Market's Washington Square location here placed about 100 personal phone calls to shoppers who purchased peanut butter-containing Clif and Luna bars, after they were added to the recall list. DLM created its contact list by mining shopper loyalty data.

“People seemed very grateful that we called them,” said Kathy Neufarth, DLM's director of consumer affairs. “We're also addressing letters to shoppers who we have [incorrect] phone numbers for.”

Last week Wegmans placed phone calls to consumers who purchased peanut butter-flavored Wegmans brand ice cream with their Shoppers Club card. It also distributed to shoppers recall-related frequently asked questions and answers, pertinent websites and phone numbers via email.

Food Lion sent emails to about 1 million customers who had previously opted to receive recall-related information. The retailer also has an electronic notification system in place to ensure that recalled items have been removed from the shelves of its stores.

“Stores are sent recall instructions and required to respond back indicating compliance,” James Ball, Food Lion's director of food safety, told SN. “We've also blocked all recalled products so they will not scan” at the checkout.