Raley's Corporate Director of Consumer and Public Affairs, Chelsea Minor, Discusses New Website
SACRAMENTO, CA - It is a truth universally acknowledged that a user-friendly website is a better website, and that all grocery-savvy suitors will soon come knocking on its door. Such is the case with Raley’s own revamped website, which boasts new tools that highlight the retailer’s vision. I had the chance to talk to Chelsea Minor, Corporate Director of Consumer and Public Affairs, to find out how this updated website speaks to the company’s mission.
“Much of the update centered around the user experience and ensuring that our brand message didn’t get lost,” Chelsea begins. “As we started to go deeper within our brand positioning around health and wellness, we wanted to make it easier for our customers to find the quality products that help build on our brand promise.”
Such updates include a shelf guide, located in the section titled “Our Purpose,” which helps consumers discover what healthy products are right for them. Color-coded icons let you know which items are vegan, non-GMO, or minimally processed, to assist customers shopping online so they can meet their individual health needs. Within this section is information about sustainability initiatives and nutrition, all of which are targeted at consumers who want to know all there is to know about their food before putting it in their carts.
“As our owner says, there’s a domino effect in the grocery business—due to the high level of competition. So, if we can prove that we can do things for our customers in the name of health, then hopefully others will fall behind,” she tells me.
Chelsea explains to me what quickly became my favorite part of the website: its "Be Inspired section." As you can imagine, this section is a gold mine for food lovers. Looking for holiday recipes? Top 20 foods for Super Bowl? This section has got you covered.
This, of course, leads us to another layer of the website: the shopping experience. The new website is fully integrated with Raley’s loyalty program, which ensures that consumers have a personalized shopping experience.
“Through our loyalty program, all the work that we do is about personalization,” Chelsea explains. “For example, let’s say you purchased Triscuits, which is a fairly healthy cracker. But we take it a step further and suggest other cracker options that are better for you. They might not be something the customer has tried before, but that doesn’t mean customers don’t want to know about additional options.”
With positive feedback buoying its success, the new website is certainly one to visit. Most importantly, though, is how it adheres to Raley’s determination to change how we eat, one plate at a time.