Food Lion Enhances Customization

MARK HAMSTRA

NEW YORK -- Food Lion has launched "My Food Lion," an initiative that includes an area on its website where customers can sign up for personalized coupons, manage their MVP card accounts, and perform other shopping-related functions, the president of the chain said at the National Retail Federation's Big Show here Monday.

"It is really about listening to the customer and what they want, so we are embarking on My Food Lion, inspired by Macy's and others," said Cathy Green Burns, speaking on a panel at the conference along with executives from Tesco, Macy's and consulting firm Deloitte. "Customers are saying, 'Give me a personalized shopping list; give me the opportunity when I go to the grocery store to know exactly what I want and what aisle it is in."

Food Lion, she said, is seeking to help shoppers simplify their shopping experience by leveraging such tools. The site is located at foodlion.com/myfoodlion.

Food Lion also has introduced "coupon resource centers" at its stores, where customers can scan their MVP loyalty cards and obtain coupons that the chain deems relevant to them that they can use that day.

Further information on the initiatives was not immediately available.