Raley’s Promotes Deirdre Zimmermann to Chief Customer Experience Officer

Raley’s Family of Fine Stores has promoted Deirdre Zimmermann to chief customer experience officer from her previous role as SVP of marketing and e-commerce. She will continue to report to Raley’s president and CEO, Keith Knopf.

“Deirdre is a proven executive whose skill and leadership has contributed greatly to Raley’s success,” Knopf said in a statement. In her new role, Zimmermann “will be instrumental in shaping the engagement of our team members and enriching the experience for our customers as part of our brand’s transformation,” he added.

Zimmermann has served in an executive position since joining Raley’s in 2015, where she was key in the development and implementation of a targeted marketing strategy to gain new customers and build loyalty through the retailer’s Something Extra Rewards program.

From a digital standpoint, Zimmermann also led improvements and drove growth in the online shopping experience on Raley’s website, which now features personalized recommendations and prominent vision around health and wellness.

As chief customer experience officer, Zimmermann will be responsible for building and implementing a comprehensive strategy to integrate team member and customer experiences in all Raley’s store and online, as well as drive internal and external awareness of the company’s vision to “infuse life with health and happiness, by changing the way we eat, one plate at a time.”

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“At Raley’s, we strive to put our team members and customers at the center of our vision to deliver a differentiated experience that transcends price and product offering,” said Zimmermann. “It is a privilege to continue to evolve the brand, centered around our purpose of improving the health of the people we serve.”