Vivien Godfrey is the chief executive officer of the Milk Processor Education Program (MilkPEP) in Washington, D.C. She can be reached at 202/220-3555 or vgodfrey@milkpep.org.
Grocery retailers are getting more technology savvy and leveraging their capabilities to mine extensive data about their shoppers. Everything from how many times a shopper visits to which items they purchase the most is captured and used to build and enhance their customer loyalty programs as well as increase shopper frequency and basket size. Many CPG companies are tapping into the availability of retailers’ highly sophisticated data.
Since joining the Milk Processor Education Program (MilkPEP) as chief executive officer in March 2009, I have had the opportunity to meet with and listen to the views of many people in the dairy industry, particularly those involved with fluid milk. During these conversations, two themes have emerged that we are focusing our efforts against.