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Dietz was recognized for her work on the rollout of Just for U, Safeway’s customizable marketing program, and her efforts promoting value and boosting the chain’s image as a health-and-wellness solutions provider.
Photo by Kristen Loken
To use the Just for U program, customers can register on Safeway's website, where they can access digital coupons and offers tailored to their specific shopping behaviors. Safeway went out of its way to make sure Just for U was intuitive and easy for customers to use. It supplied store employees with iPads to sign customers up as they roamed the aisles and promoted it as offering savings.
Photo by Kristen Loken
Brian Dowling, a Safeway spokesman, noted that one of the aspects Dietz has brought to Safeway is a flair for bringing “buzz” to Safeway’s private labels.
“That’s something we haven’t really done much of as a company, but since she’s been here, we’ve been getting out there and creating buzz beyond the conventional advertising we have done in the past,” he explained.
Photo by Kristen Loken
“We have invested a lot of effort to make sure we have great pricing, and we have invested a lot of effort in Just for U, which also provides a lot of value to our shopper,” Dietz said. “The economy is tough, and we want to make sure we are giving great value. Value is more than just price, but price is a big part of it too.”
Photo by Kristen Loken
SN presented the award to Dietz during the FMI Midwinter Executive Conference in Scottsdale, Ariz.
Read More: Safeway's Dietz Receives Marketer Award
Photo by Mark Skalny Photography
The presentation was made by Jerry Rymont, SN’s publisher and vice president of the Food Group of Penton Media, SN’s parent company.
Photo by Mark Skalny Photography.
Acosta’s Robert Hill; Safeway’s Diane Dietz; SN’s Jerry Rymont and David Orgel at the presentation.
Photo by Mark Skalny Photography.
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