Point of Purchase Advertising International has given its 2012 Chief Award for Retail Marketing Excellence to Milwaukee-based Roundy’s Inc. for “offering quality products and varied selection, unparalleled customer service and compelling prices,” as well as the grocer’s launch of its Mariano’s Fresh Market banner in the Chicago area.

Roundy’s will receive the award during POPAI’s 2012 Night of Honors on Dec. 6 at Chicago’s Intercontinental Hotel.

“Roundy’s banners have always been committed to delivering quality products and a welcoming retail experience that improves the lives of all the customers who shop there,” said Richard Winter, POPAI president. “The company’s prowess in the area of in-store marketing and innovative retail design has helped to propel them to be one of the leading supermarket players in the country.”

POPAI said Roundy’s “unrelenting focus on the customer – always figuring out what they want and adapting to changing needs, particularly in tough economic times” has left the retailer in a strong position to dominate the local markets served by its five banners. The group also praised Roundy’s for its “retail innovation, stylish design and reliability.”

The criteria used in determining the POPAI Chief Award includes demonstrating an effective and innovative use of marketing at retail in the overall marketing strategy, demonstrating a deep understanding of shopper behavior, and adhering to the highest business standards. Previous recipients include Walgreens, Safeway, 7-Eleven and Duane Reade.

Founded in Milwaukee in 1872, Roundy’s operates 161 retail grocery stores and 98 pharmacies under the Pick ’n Save, Copps, Rainbow, Metro Market and Mariano’s banners in Wisconsin, Minnesota and Illinois.

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