Raley’s Amplifies Brand Awareness and Customer Engagement

Raleys customer engagement Customer engagement and customer loyalty are synonymous with Raley’s Family of Fine Stores.

The company’s intense commitment to superior customer service and customer engagement does not go unnoticed.

At the 2015 Loyalty360 Awards, Raley’s garnered the Platinum Award in the Best Creative Campaign in Loyalty Marketing category.

Raley’s is a privately held, family-owned supermarket chain that operates stores under several brand names in northern California and Nevada. Headquartered in West Sacramento, California, Raley’s is the dominant supermarket operator in the Sacramento metropolitan area, launching its first-ever customer loyalty program in 2012.

Suzanne LeGette, CRM Marketing Manager, Raley’s sat down with Loyalty360 to discuss the company’s creative campaign in loyalty marketing.

Can you talk about your creative campaign, as far as what was involved, what prompted it, and why you think it resonated so well with your customers?

The Something Extra program has several different communication channels, supporting different levels of personalized rewards to our SE members. Our Themed Email channel features offers and ideas targeted to members whose RFM has shown engagement with certain categories and products. 

The “Pinterest” email is focused on recipes that appear on our quarterly Something Extra® Magazine, a publication that is given free to our members, or available at $2.99 to non-members. It features delectable seasonal recipes created by our own in-house chef. The email features recipes from the magazine that our customers have pinned to Pinterest. We reward them for their investment in our brand with discount offers for recipe ingredients from the Top Pinned recipes. Encouraging them to invest their time and money on our Leaderboard of recipes.

What were your goals for the campaign and how did the results match your expectations? How do you define Customer Loyalty at Raley’s and how did this campaign impact that theme?

Our goals with the Pinterest email are not only to reward members, but to drive engagement with our brand and amplify awareness of our stores as a resource for healthy lifestyles choices.  We measure the success of our Themed Email channel by exceeding our average click-thru and redemption rates, as well as look to in store sales uplift at the offer and store level. 

The Pinterest email consistently beats our benchmarks and shows significant uplift (am happy to provide those stats if that would be helpful for the article). It essentially rewards customers for creating social media ‘buzz’ around product fueled lifestyle recipes, and provides a special ‘Thank You’ for our members’ investment in the Raley’s brand.

With an abundance of technology solutions available in the marketplace, how do you know which ones best fit your customers and their expectations?

We are actually now in the process of getting to know our customer preferences better through creation and analysis of a detailed contact history. As well as analysis of each member’s journey through our rewards channel. No two customers are created alike. The goal of our loyalty program is to support the most personalized grocery retailer experience in the country by 2020. It takes in-depth analysis of customer behavior and strategizing the appropriate response to those behaviors in order to understand the best 1:1 fit for each of our customers. While we offer an omni-channel solution to connect with our customers via the device or channel they prefer, it is incumbent on us to review our customer data to determine the best channel for engaging with the customer. 

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