Rather than offering discounts at the checkout like many loyalty cards, the Something Extra program allows Raley’s customers to earn one point for every $1 spent on eligible products. Points will be awarded to customers in the form of quarterly rewards vouchers that can be used toward savings on a future purchase.

The move comes as Raley’s faces increased competition in the market, including five new Walmart Neighborhood Market stores that opened last month, recent entries by Sprouts Farmers Market and Fresh & Easy, and new stores planned from The Fresh Market.

More news: Raley's Shuts Two More Stores

Raley’s, which operates 128 stores in Northern California and Nevada under four banners: Raley’s, Bel Air, Nob Hill Foods and Food Source, has shuttered a handful of locations over the past year. It is also involved in a long-running labor battle with the United Food and Commercial Workers union in the market.

Raley’s has long been the dominant grocer in the Sacramento market. It remains the market leader with about a 24.6% share, according to Metro Market Studies’ 2012 Grocery Distribution Analysis and Guide. Pleasanton, Calif.-based Safeway is No. 2 with a share of 15.5%, followed by Costco with 12.1% and Save Mart Supermarkets with 8.6%.
 

 

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