Sarah Davis, president of Loblaws, has told a conference call with analysts that the company’s strategy of using data-driven insights to drive higher margins led to fewer promotional deals at the grocery stores. “When you ask people to develop algorithms focused on profitability and increased margins, that’s exactly what you get… what happens in store is it actually brings down the promotional intensity,” she said on the conference call. “You end up with fewer items on promotion in your flyer, and that does have an impact on sales.”
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