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Raley’s Family of Fine Stores has partnered with DunnhumbyUSA to develop a more customer-centric proposition, which includes development of a customer loyalty program called Something Extra.
The program launched Sept. 26 in the company’s 120 Raley’s, Bel Air and Nob Hill Foods stores.
Through the Something Extra loyalty program, Raley’s customers will have the opportunity to earn 1 point for every $1 spent on eligible products. Points will be awarded to customers in the form of quarterly rewards vouchers that can be used toward savings on a future purchase. The program also delivers personalized offers based on customers’ purchase history and personal preferences.
“Something Extra has been more than three years in the making and was specially designed to improve the shopping experience of our most loyal customers,” said Mike Teel, Raley’s president and CEO. “By learning from our customers’ shopping preferences, Something Extra will deliver customized offers on the products they purchase most which will make their shopping experience easier and more satisfying. As our customers continue to engage in Something Extra, we will evolve and grow the program to respond to their needs.”
The company is taking a targeted approach in its customer strategies, including developing tailored direct customer communications and in-store tactics with the goal of attracting, retaining and delighting its customers with a higher level of personalized relevance.
West Sacramento, Calif.-based Raley’s is a privately owned supermarket chain that operates 128 stores in Northern California and Nevada under four banners: Raley’s, Bel Air, Nob Hill Foods and Food Source.
DunnhumbyUSA is a joint venture of The Kroger Co. and London-based customer experience consultancy Dunnhumby, with clients including Tesco, Coca-Cola, General Mills, Kimberly-Clark, Macy’s, Panera Bread, PepsiCo and Procter & Gamble. Since 2003, DunnhumbyUSA has managed and expanded Kroger’s loyalty program covering more than 2,400 stores in 31 states.