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sponsored by IBM
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Posted:
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14 May 2008
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Published:
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01 Sep 2007
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Format:
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PDF
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Length:
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20
Page(s)
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Type:
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White Paper
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Language:
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English
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ABSTRACT:
Food retailers typically struggle to differentiate themselves, especially when they rely on the standard levers of cheaper prices and geographic penetration. The survey of U.S. grocery consumers reveals key insights into what actually drives customer advocacy. By concentrating on customer advocacy, grocers can create new ways to differentiate and can ultimately pursue customer-focused initiatives and investments with greater precision and success.
Grocery leaders seeking to change the way they interact with customers and build customer advocacy should begin by asking themselves some tough questions - first about their strategy and objectives, then about how to align their business operations with that strategy. The answers will help clarify the customer strategy and define a path to integrate it throughout business operations. Developing and using new metrics, like advocacy, should be one critical step on this path.
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Authors
Herb Kleinberger
Business Services Partner
Herb Kleinberger is an IBM Global Business Services Partner and Global Retail Strategy Leader and has over 25 years of experience consulting with retailers on strategy, operations and technology. He works with clients to evaluate and transform their operations, organizations and systems to improve customer service and profitability. Mr. Kleinberger is a frequent speaker at industry conferences and has coauthored several thought leadership papers related to the future of the retail business and IT trends, customercentric retailing and use of radio frequency identification in retail. His responsibilities include developing client relationships and leading the retail strategy practice within IBM Global Business Services.<br/>
Melody Badgett
Senior Managing Consultant
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IBM Global Business Services
Melody Badgett is a Senior Managing Consultant in IBM Global Business Services. She has over 15 years experience in business strategy and analysis in retail and other consumer-related industries and is currently the retail team leader in the IBM Institute for Business Value. She works with retailers to understand and effectively respond to the competitive and consumer trends that are redefining the retail landscape.<br/>
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