What is in this article?:
- Raley’s Launches Loyalty Card
- One Point Per $1 Spent
“Something Extra has been more than three years in the making and was specially designed to improve the shopping experience of our most loyal customers.”
— Mike Teel, president and CEO, Raley’s
WEST SACRAMENTO, Calif. — Raley’s here said last week it has launched a new loyalty-card program called “Something Extra” through a new partnership with DunnhumbyUSA.
DunnhumbyUSA, which is a joint venture between Cincinnati-based Kroger Co. and London-based Dunnhumby, has worked with Kroger on its marketing and customer loyalty programs since 2003. The company analyzes customer data to tailor marketing offers toward specific customers.
“Something Extra has been more than three years in the making and was specially designed to improve the shopping experience of our most loyal customers,” said Mike Teel, Raley’s president and chief executive officer, in a statement. “By learning from our customers’ shopping preferences, Something Extra will deliver customized offers on the products they purchase most, which will make their shopping experience easier and more satisfying. As our customers continue to engage in Something Extra, we will evolve and grow the program to respond to their needs.”
Read more: Walgreens to Launch Mobile Rewards Program
In an interview with the Sacramento Bee, Teel said the new loyalty program — which centers around a brightly colored loyalty card — represents a “paradigm shift” for the company, moving away from a supplier-driven perspective to be more customer-focused.
“From the very top down, Raley’s is committed to being a customer-centric organization and doing what is best for their customers. That dedication and their ability to move nimbly has led them to this point in their journey,” said Stuart Aitken, CEO, DunnhumbyUSA, in a prepared release.
