Before Nicole Hulstein began her role as Loyalty Campaign Development Manager at Food Lion, she worked in category management for the grocery chain, primarily focused on produce. And while there might not seem to be a very close connection between loyalty programs and produce, Hulstein sees her former role with the company influencing her approach to her current role.
"That background really helped shape how I think about loyalty today,” Hulstein said. “The experience in produce really helped me to understand the product side, the customer side, and the importance of delivering both quality and value and really leaning into my merchant mindset to deliver those things.”
Food Lion is an omnichannel grocery retailer with more than 1,100 grocery store locations, operating over a 10-state footprint on the East Coast. Headquartered in Salisbury, North Carolina, the grocery chain was founded in 1957.
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