Retailers

Raley’s to Transform All Stores to O-N-E Market Concept

CEO Keith Knopf talks transition, newest loyalty program
Raley's O-N-E Market
Photograph courtesy of Raley's

Raley’s is set to open its newest O-N-E Market location, emphasizing a nutritious, sustainably sourced and minimally processed assortment, on April 17. The new O-N-E, its second in the country, will take over an existing Raley’s in El Dorado Hills, Calif., but the conversion of the West Sacramento-based grocer’s stores from traditional to O-N-E Market doesn’t end there.

“Our plan is to transform all of our stores,” Raley’s President and CEO Keith Knopf told WGB in an email interview. “The pace of transformation is guided by our purpose and aligned with customer preference. This in mind, it is our intent to be ahead of the consumer curve and influence the customer through a commitment to education and transparency.”

Transparency and nutrition education are the hallmarks of Raley’s health-focused O-N-E Market concept. Its first O-N-E Market opened in the Northern California town of Truckee on June 27. The El Dorado Hills Raley’s, which originally opened in 1992, was earmarked for the conversion based on shopper preferences.

“We believe this marketplace and customer base is interested and ready for this concept,” said Knopf of El Dorado Hills, no doubt encouraged by the performance of Raley’s O-N-E Market in Truckee that is reportedly thriving. “It is very well received and eclipsing first year expectations, even when adjusted for COVID effect.” 

What does the conversion process from a traditional Raley’s to a O-N-E Market entail and what differences can shoppers expect to see in the new store?

“Raley’s O-N-E Market is backed by Raley’s strong history, passion for healthy food, fair prices and dedication to exceptional customer service but offers a unique store experience focused on organics, nutrition and education,” Knopf explained.

To ready the store for opening as O-N-E Market, the El Dorado location will close for five days for its teams to remerchandise the shelves, refresh the decor and replace all red Raley’s signage with the Raley’s O-N-E Market green signage. 

“The product assortment is one of the biggest differences,” continued Knopf. “Raley’s O-N-E Market has a highly curated assortment that’s fresh, nutritious, organic when possible, minimally processed and sustainably sourced. In every department, the items are carefully selected to exclude ingredients from the Raley’s O-N-E Market banned ingredients list.”

Raley’s O-N-E Market also offers the newest feature of the grocer’s loyalty program: Something Extra Health. This program offers free classes, store tours, nutrition coaching, personalized supplement recommendations and more all led by a nutrition adviser.

On a mission “to change the way the world eats one plate at a time,” Raley’s, in recent years, has eliminated private label sugar-sweetened sodas, removed tobacco products, sourced 100% sustainable fresh seafood, implemented better-for-you check stands, promoted awareness of added sugar and launched Raley’s Shelf Guide to help shoppers make healthier choices.

Raley’s has charted this progress and more in a newly released first annual Impact Report, highlighting the organization’s actions in 2020 to support its purpose of changing the way the world eats. 

“Our first Impact Report exemplifies our team’s dedication to prioritizing purpose over profit and our commitment to serving multiple bottom lines,” said Knopf in a release. “We are committed to being more than a grocery store, so it is both rewarding and humbling to see the progress we were able to make this past year to change the way the world eats and positively impact the communities we serve.”

As detailed in the report, Raley’s efforts and initiatives in 2020 were aimed at nourishing its purpose, people, communities and the planet. In addition to opening the first Raley’s O-N-E, the company said it has also continued outpacing the competition in sales of better-for-you items in categories such as clean label, grain-free, non-GMO, keto, plant-based, organic and nutrient dense.

Sustainability and responsible operations are also part of the report, which states Raley’s has diverted over 70% of all waste companywide from landfills; donated 4.8 million pounds of food via Raley’s food rescue program; and continued its commitment to and focus on ethical supply chain practices in 2020.

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