Kroger Thrives by Listening to Their Customers

This post in retail wire discusses how the grocer Kroeger has managed to receive higher same-store gains than its rivals by keeping a close tab on the shopper behavior of its customers.

David Dillon, chief executive of Kroger, gives an example of their style when he mentions:

"We send our very best customers coupon books specifically targeted at what they actually buy. The redemption rate of these coupons is significantly higher than other coupons."

Dillon ends by saying that it is important to know what your competitors are doing, but it is far more important to pay attention to what your customers want in your stores.