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Raley’s launched a new video campaign to promote their online shopping service. Raley’s distinguishes themselves by offering online shopping with a personal shopper, who handpicks groceries based on customer preferences.
The campaign was developed with an understanding of how Raley’s shoppers and non-shoppers use online shopping. Raley’s conducted a series of focus groups and online surveys to understand what customers want from their online grocery experience. Convenience was a clear driver especially for people, like new-parents, who cannot easily get to the store. Raley’s found that the biggest barrier to online grocery shopping was the inability to pick their fresh items based on personal preference.
“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.”
Raley’s online shopping is unique in that it provides a customized service. A Raley’s personal shopper hand picks grocery items as listed in the order; that could be a green banana or a ripe avocado.
The new campaign, developed in conjunction with Division of Labor, is running online in both organic and paid media. The first released series of videos focus on the concept-shop online like you shop in-store.
“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.”
Raley’s has been offering click-and-collect services for more than 15 years, with a recent expansion to offer delivery. The company currently has 110 Raley’s, Bel Air Market and Nob Hill Foods stores that offer curbside pickup. Same-day delivery is also offered for an expanding list of zip codes. All customers will receive FREE delivery on their first order. Customers can shop at shop.raleys.com.
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