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Some brands talk about promoting certain healthy lifestyles and activities but fall short of following through on those convictions designed to, ultimately, drive increased customer engagement and brand loyalty.
At Raley’s Family of Fine Stores, its ongoing mission is to promote health and wellness and offer customers more nutritious food choices that lead to heightened engagement and brand loyalty.
The latest health and wellness initiative put forth by Raley’s involves Better for You check stands throughout the chain. This includes removing all artificially sweetened sodas from the check stand cold cases, while also upgrading the selection of snacks and treats, expanding offerings such as granola bars, nutrition bars, and improving the quality of certain candy options.
Better for You check stands are another first step toward helping customers make affordable, nutritious choices. Last month, Raley’s began offering free fruit for children. And in August, it eliminated Raley’s private label brand soda that contained high-fructose corn syrup and artificial colors and flavors, including diet soda varieties. What’s more, last year Raley’s eliminated tobacco products from stores.
These decisions came after customers voiced opinions focused on making healthy food choices.
To coincide with these initiatives, Raley’s previously launched its “Let’s Begin” campaign in stores and on Raleys.com that helps educate customers on how to make more informed decisions when purchasing food.
Raley’s officials know something about creative campaigns as evidenced by its Platinum Award in the 2015 Loyalty Expo Awards for Best Creative Campaign in Loyalty Marketing.
Chelsea Minor, director of public relations and public affairs for Raley’s, told Loyalty360 that the idea of Better for You check stands came from the company’s passion for infusing customers’ lives with health and wellness.
‘’Better for You check stands offer healthy, more nutritious options at checkout, where impulse buying can occur,” Minor said. “As customers’ interests in food and health grow, Raley’s goal is to help our customers make better choices. Changes made in recent years are a response to heightened customer concern surrounding health and wellness. Offering free fruit for kids and eliminating tobacco products, as well as Raley’s private label brand soda with high-fructose corn syrup and artificial colors and flavors. These decisions are in response to customers’ increased interest in food and concerns about their health.”
Raley’s has held a strong bond with its customers for the past 81 years, as the family-owned company has garnered significant brand loyalty from various generations.
Raley’s is a privately owned, family operated supermarket chain with headquarters in West Sacramento, CA. The company operates 120 stores in Northern California and Nevada under four banners: Raley’s Supermarkets, Bel Air Markets, Nob Hill Foods, and Food Source. Raley’s was founded in 1935 by Tom Raley and is a major grocery chain best known for high-quality products, fresh produce, fine meats, and outstanding customer service.
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