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Customers top of mind in Raley’s redesigned website

Customers top of mind in Raley’s redesigned website

Regional chain steps up level of personalization

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 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.”

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 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 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 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.

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