conventional options are still available on the
Raley’s wine, beer and spirits selection
is second-to-none and one that customers
are unlikely to miss as they walk through
the stores. The wine selections include classic regions of the wine world, as well as
diverse offerings from California, Oregon
and Washington state at all price points.
The business from the thriving, expansive
department even earned Raley’s the honor
of being named Wine Enthusiast magazine’s
2016 Wine Star Award Winner for Retailer of
the Year in the U.S.
Raley’s is not only elevating its in-store
shopping experience. The company has made
strides to offer the ultimate digital customer
experience as well. In April 2016, Raley’s created a significant web and mobile e-commerce platform, called E-Cart. The click-and-collect services allow shoppers to order
groceries online and pick them up curbside at
participating Raley’s, Bel Air Market or Nob
Hill Foods stores.
A PERSONALIZED HEALTH
The goal to infuse life with health and happiness is not only reflected in the company’s
merchandising strategy. Raley’s “Let’s Begin”
marketing campaign, which was launched in
August 2016, is a multi-dimensional effort
that shares the company’s vision of health and
wellness with its customers. The campaign
invites customers to take small steps toward a
healthier lifestyle through education, personal
goal setting and sharing.
“Everyone is in their own state of a health and
wellness journey,” says Deirdre Zimmermann,
senior vice president, marketing. “We know
we have all types of customers. Marathon runners may just need to include more vegetables
in their diet, where a person with diabetes may
have a severely restricted diet. Food plays an
integral role in health, and we want to help
customers make better decisions about the
food they are feeding their family.
“Building awareness can be confusing to
grocery store consumers,” Zimmermann
adds. “What average consumer understands
eggs when you go to look at the egg section?
Are you going to buy organic, cage-free, free
range, etc.? What does each term really mean?
We want to help them build that knowledge
that is useful each and every time they shop.”
The Let’s Begin campaign encompasses
comprehensive marketing elements, including digital marketing, emails, radio ads and
a TV commercial. The Let’s Begin section
of Raleys.com also features content that is
updated weekly and shares insight on how to
buy products, how to eat real food and how to
eat healthier on a budget. The content is also
shared through the company’s seasonal magazine, which Something Extra loyalty members receive two copies per issue for free, or it
is available for $2.99 at check stands.
Let’s Begin content is also shared on
Raley’s various social media channels, which
includes Facebook, Twitter, Instagram and
Pinterest. Each store has its own Facebook
page. “We ask each store to post three times-plus a week, and it is a great variety of content, from items that are on sale to local
activities that they support. We also encourage them to pick up the Let’s Begin content
and share how they’re using it in the store,”
Zimmermann says. “We’re amazed how our
store teams have grabbed onto the campaign
and made it their own. It has really helped to
solidify our purpose and vision.”