Safeway 2001 Annual Report Download - page 7

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Customers Consumers today lead busy, demanding
lives. With diverse interests and pressing time constraints, they work
hard to balance job, family and personal commitments. We are
responding to their needs with an expanding array of convenient,
easy-to-prepare meal solutions and other time-saving products and
services. We’re also using technology to
tailor our merchandise assortments to
local shopper preferences on a store-
by-store basis, and to maintain
a consistently high in-stock
level. In addition, as con-
sumers have become more
price-conscious in the current
economic environment, we are
ensuring that we deliver good values every day.
We receive continuous feedback from our customers.
When they speak, we listen and respond.
GIVING OUR BEST:
Top-Notch Perishables
Superior Quality
Most shoppers judge their super-
market by the quality of its
perishable merchandise. We strive
for consistently high quality to
build customer loyalty and
differentiate our stores
from the competition.
One-Stop Shopping
More Pharmacies
With 1,236 in-store pharmacies at year-
end 2001, we ranked among the 10
largest drug retailers in North America.
Time-pressed consumers appreciate
the convenience of having their
prescriptions filled while they shop.
2001
Highlights
CUSTOMERS
■■We expanded our selection
of time-saving products and
services such as ready-to-serve
meals from the deli and one-
hour photo processing.
■■We continued to reduce
out-of-stocks and improve
checkout service to enhance
our customers’ shopping
experience.
■■We conducted more
than 60 major consumer
research studies to better
understand our customers’
needs and expectations.