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Raley’s appoints chief customer experience officer

Regional grocer eyes more seamless environment between stores, online

Deirdre Zimmermann has been promoted to the newly created position of chief customer experience officer at Raley’s.

In the new role, Zimmermann is charged with devising and executing a strategy that integrates customer and employee experiences in all Raley’s stores and online, the West Sacramento, Calif.-based supermarket chain said. A key focus will be Raley’s vision of changing the way that customers eat to foster health and wellness.

“At Raley’s, we strive to put our team members and customers at the center of our vision to deliver a differentiated experience that transcends price and product offering,” Zimmermann said in a statement. “It is a privilege to continue to evolve the brand, centered around our purpose of improving the health of the people we serve.”

Deirdre Zimmermann
Photo: Raley's

Before her promotion, Zimmerman served as senior vice president of marketing and e-commerce since joining Raley’s in December 2015. Prior to that, she was vice president of marketing for several specialty retailers, including Brookstone and White House Black Market, and worked in-house and for advertising agencies representing brands such as Fitigues, Jil Sander, The Field Museum and Talbots.

Raley’s noted that Zimmermann has helped grow market share with a targeted digital marketing strategy to attract new customers and bolster loyalty through the retailer’s Something Extra Rewards program. She also led improvements and spurred growth in the online shopping experience on, according to the company.

Zimmermann will continue to report to Keith Knopf, president and CEO of Raley’s.

“Deirdre is a proven executive whose skill and leadership has contributed greatly to Raley’s success,” said Knopf. “In her new role of chief customer experience officer, she will be instrumental in shaping the engagement of our team members and enriching the experience for our customers as part of our brand’s transformation.”

Raley’s operates 129 stores in California and Nevada under the Raley’s, Bel Air Markets, Nob Hill Foods, Food Source and Market 5-ONE-5 banners.

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