Raley’s Family of Fine Stores has launched a new marketing initiative to promote its online grocery shopping platform and personal shopper service.
The campaign features video clips of customers ordering groceries on computers, tablets and mobile devices from locations outside the store, like their home or office, while a personal shopper in-store selects their desired items.
The West Sacramento, Calif.-based retailer said the videos were developed following a series of focus groups and online surveys to understand what customers want from their online grocery experience. The results found that convenience was a top driver, while the inability to pick fresh items based on personal preference was the biggest barrier to online grocery shopping.
“We are constantly using data and customer feedback to improve our services and drive our marketing strategy,” Deirdre Zimmermann, Raley’s SVP of marketing, said in a statement. “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 first launched its grocery delivery service through its e-commerce platform, eCart, in August 2017. To differentiate from other services within the industry, the retailer offers a personal shopper that hand picks grocery items based on the customer’s preferences, such as a green banana or a ripe avocado.
The video series, developed in conjunction with the San Francisco-based ad agency Division of Labor, is designed to encourage customers to “shop online like you shop in-store.” The campaign is running online in both organic and paid media.
“Raley’s personal shoppers make online shopping just like being at your local Raley’s,” said Josh Denberg, creative director of Division of Labor. “This new campaign shares Raley’s e-commerce approach visually, while designed to stand out in social feeds.”
Raley’s currently offers curbside pickup at 110 Raley’s, Bel Air Market and Nob Hill Foods stores, and is expanding the list of ZIP codes available for its same-day delivery.