Safeway Puts Executive in Charge of Customer Loyalty
Many retailers talk about customer loyalty and have invested
substantial resources trying to better understand the needs of shoppers and
give them reasons to keep coming back. Safeway, among that group, has decided
it can do even better in that area by elevating one of its own to an executive
position in charge of customer loyalty.
The grocer announced this week that
it had promoted Mir Aamir to president, customer loyalty and digital technologies,
reporting to CMO Diane Dietz. In his new role, Mr. Aamir will be responsible
in leading Safeway’s loyalty programs and overseeing the company’s digital
and mobile loyalty efforts, as well.
“Mir has been instrumental in building Safeway’s loyalty marketing capabilities
and programs that focus on sales growth,” said Ms Dietz in a press release. “By
enlarging his role and consolidating our loyalty building disciplines, we expect
to further grow Safeway’s capacity to delight and connect with shoppers in
an increasingly digital world.”
Discussion Questions: From your vantage point, what are the Achilles’ heels of retail loyalty programs? Does assigning executive level responsibility for customer loyalty programs increase the chances these weaknesses will be addressed?