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Customers top of mind in Raley’s redesigned website

Regional chain steps up level of personalization

Russell Redman

October 23, 2018

3 Min Read
Supermarket News logo in a gray background | Supermarket News

Raley’s has revamped its website with a new look and more personalization to provide an enhanced customer experience.

The West Sacramento, Calif.-based supermarket chain said the new Raleys.com sports an improved e-commerce interface and enhances digital shopping by listing regularly purchased products and serving up personalized offers for shoppers. To that end, the company redesigned its Something Extra rewards program based on input from customers who shared their experiences saving money.

“We understand that customers’ needs are changing whether shopping online or in-store,” Mike Molitor, vice president of e-commerce and loyalty at Raley’s, said in a statement. “Our goal is to make it easier and more compelling for customers to interact with online shopping and our savings program, Something Extra.”

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In recreating its site, Raley’s worked with partners such as Unata and Position Interactive.

Toronto-based Unata, a one-to-one e-commerce specialist and an Instacart subsidiary, helped Raley’s create a seamless grocery shopping experience by allowing customers to plan in-store shopping plus make delivery and pickup orders through a single, interconnected website. For instance, online customers can choose to shop using a saved list or previous order, shop by sales and offers, or shop by dietary preference. They also can select pickup or delivery via Raley’s eCart service, with the chain’s personal shoppers fulfilling their online orders.

Raley’s noted that Unata’s personalized engine integrates e-commerce with the weekly ad, promotions and digital offers.

“Through a long-term, strategic digital partnership with the Raley’s team, Unata has built an online experience that is going to make grocery shopping an even better, more inspiring and convenient experience for Raley’s customers,” according to Brandon Carlos, senior director of customer success for Unata. “We’re proud to be powering Raley’s new completely shoppable, personalized and integrated website, which is part of their commitment to making customers’ lives easier.”

Sacramento-based web design firm Position Interactive was enlisted to not just redesign Raleys.com but also to make sure that the resulting user experience and navigation supported the brand’s positioning, the grocery chain said.

“We were excited to partner with Raley’s to bring their purpose of nourishing communities and making healthier options available to everyone to life online,” said Ali Zamanian, president of Position Interactive. “The Raley’s audience is very diverse, and the new website is a tool to make their lives easier, regardless of when and how they shop.”

Also key to the new Raleys.com was instilling a stronger sense of community, the retailer added. For example, a section dubbed “Be Inspired” serves up recipes, nutritional information and holiday tips. Another area of the site, called “Our Purpose,” shares Raley’s values and mission and sheds light on how the company gives back to the community, promotes sustainability, partners with vendors and helps promote customer wellness. Customers also can find out more about Raley’s private brands and how the retailer’s Shelf Guide helps spotlight better-for-you food choices.

“The new Raleys.com represents another step in Raley’s transformation into a customer experience company that is committed to making healthier options available to customers through transparency, personalization and service,” said Deirdre Zimmermann, senior vice president of marketing for Raley’s.

Overall, 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.

About the Author

Russell Redman

Senior Editor
Supermarket News

Russell Redman has served as senior editor at Supermarket News since April 2018, his second tour with the publication. In his current role, he handles daily news coverage for the SN website and contributes news and features for the print magazine, as well as participates in special projects, podcasts and webinars and attends industry events. Russ joined SN from Racher Press Inc.’s Chain Drug Review and Mass Market Retailers magazines, where he served as desk/online editor for more than nine years, covering the food/drug/mass retail sector. 

Russell Redman’s more than 30 years of experience in journalism span a range of editorial manager, editor, reporter/writer and digital roles at a variety of publications and websites covering a breadth of industries, including retailing, pharmacy/health care, IT, digital home, financial technology, financial services, real estate/commercial property, pro audio/video and film. He started his career in 1989 as a local news reporter and editor, covering community news and politics in Long Island, N.Y. His background also includes an earlier stint at Supermarket News as center store editor and then financial editor in the mid-1990s. Russ holds a B.A. in journalism (minor in political science) from Hofstra University, where he also earned a certificate in digital/social media marketing in November 2016.

Russell Redman’s experience:

Supermarket News - Informa
Senior Editor 
April 2018 - present

Chain Drug Review/Mass Market Retailers - Racher Press
Desk/Online Editor 
Sept. 2008 - March 2018

CRN magazine - CMP Media
Managing Editor
May 2000 - June 2007

Bank Systems & Technology - Miller Freeman
Executive Editor/Managing Editor
Dec. 1996 - May 2000

Supermarket News - Fairchild Publications
Financial Editor/Associate Editor
April 1995 - Dec. 1996 

Shopping Centers Today Magazine - ICSC 
Desk Editor/Assistant Editor
Dec. 1992 - April 1995

Testa Communications
Assistant Editor/Contributing Editor (Music & Sound Retailer, Post, Producer, Sound & Communications and DJ Times magazines)
Jan. 1991 - Dec. 1992 

American Banker/Bond Buyer
Copy Editor
Oct. 1990 - Jan. 1991 

This Week newspaper - Chanry Communications
Reporter/Editor
May 1989 - July 1990

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