"Consumers see the store as one experience," said Diane Dietz, executive vice president and chief marketing officer, Safeway, at a panel of young leaders.
"We are creating more occasion- and theme-based marketing, involving partnering between marketing and merchandising groups. We need to start with the consumer's needs, and solve those, as opposed to starting with internal departments."
Read more: Retailers, Suppliers Emphasize Consumer Experience
Photo courtesy of FMI