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Raley’s Encourages Online Consumer Advocacy

WEST SACRAMENTO, Calif. — Raley’s here has partnered with Boston-based BzzAgent, the social marketing arm of Dunnhumby, to develop what the chain calls the first online advocacy platform aimed at enhancing a grocery retailer’s new loyalty program.

Raley’s has linked its six-month-old loyalty program, called “Something Extra,” with the advocacy program, dubbed Something Extra Try-It, which was launched in December. Customers who initiate a Something Extra Try-It account at and complete surveys receive “Try-It Kits” with selected new-product samples based on products that they already purchase. Raley’s encourages participants to share opinions and recommendations with Raley’s and other shoppers through face-to-face conversations and across Facebook, Twitter and the social web.

Something Extra Try-It has garnered “significant interest from customers and has already surpassed Raley’s aggressive membership goals,” according to a statement.

“Social marketing is important for Raley’s and this program helps us identify our best customers online and reward them with experiences they’ll want to share with their friends in social media and in person,” added David Palmer, vice president, marketing and consumer relationships, Raley’s.  

Raley’s has diverted budgeted dollars from other traditional paid media to fund Try-It. The program combines transactional shopper data with social marketing to drive sales and engagement with the Raley’s brand, recruit customers to the right campaigns, and recognize and reward its most loyal customers. Something Extra, which the 128-store Raley’s launched in partnership with DunnhumbyUSA, provides personalized customer offers based on customers’ purchase history and personal preferences.

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