To keep up with competitors stepping further into the online shopping game, Raley’s is launching a new video campaign to highlight its offerings. The retailer wishes to set itself apart from the pack by providing a personal shopper, who handpicks groceries based on customer preferences. The first wave of videos focuses on the fulfillment of this promise: shop online like you shop in-store.
“We are constantly using data and customer feedback to improve our services and drive our marketing strategy,” said Deirdre Zimmermann, Raley’s Senior Vice President, Marketing. “Our personal shoppers make Raley’s online shopping experience best-in-class and we want to reach more customers to tell them about our great service.”
What makes the campaign stand out is its attention to how Raley’s shoppers and non-shoppers use online shopping services. To do this, the retailer conducted a series of focus groups and online surveys to get a hand on what customers want when they look for their groceries online. What the chain realized is that convenience is a driving force behind online shopping, but those who were disinclined to do so were swayed against the trend because of their inability to pick their own fresh items based on their personal preference. Therefore, the retailer is providing a unique experience that provides customized service, where a Raley’s personal shopper hand-picks grocery items as listed in the order—from green bananas to ripe avocados, the chain is delivering exactly what the customer notes.
Running in both organic and paid media, the new campaign was developed alongside Division of Labor, according to a press release.
“Raley’s personal shoppers make online shopping just like being at your local Raley’s,” said Josh Denberg, Creative Director, Division of Labor. “This new campaign shares Raley’s e-commerce approach visually, while designed to stand out in social feeds.”
This is not the retailer’s first foray into the online experience—it has offered click-and-collect services for over 15 years, with recent delivery options; curbside pickup; and same-day delivery in a number of its zip codes.
How will Raley’s recent move boost its stance in the competitive retailer landscape? Deli Market News will keep you updated.