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Kroger (KR) and Safeway (SWY) begin to test customized pricing in an effort to improve their...

Kroger (KR) and Safeway (SWY) begin to test customized pricing in an effort to improve their razor-thin margins. As part of the program, the companies use data culled from loyalty card purchases to determine individualized prices that may encourage shoppers to spend more. The next phase: Geo-targeting shoppers with coupons based on their location inside a store.
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