Safeway Joins Personalization Trend with Customized Deals Via Mobile

Safeway, a major US supermarket chain, is struggling to survive in a competitive market increasingly defined by upscale brands and value rivals. Safeway’s greatest challenge is that competition from non-traditional grocers at the high end and low end of the market is stealing its customer base. Stores such as Grocery Outlet, Wal-Mart, Target, Sprouts Farmers Market, and Whole Foods Market have thrived in their respective niches as they expand throughout the United States.