WEST SACRAMENTO, Calif. — Raley's here and its two sister companies in Northern California — Bel Air and Nob Hill Markets — introduced a new program last week called “Your Ticket to Savings,” designed to communicate to customers the kinds of “real values” it offers, Bill Coyne, president and chief executive officer, told SN.
The program consists of different-colored tags, or tickets, that extend off the shelving across the stores to communicate a variety of values: red for ad specials; green for bargain buys; yellow for store brands; orange for best sellers (store brands that outsell others in a category); purple for “terrific values” (good prices on everyday items); and gray for new items.
The program also includes “Did You Know?” messages throughout the stores to highlight points of difference between the Raley's, Bel Air and Nob Hill brands and those of competing supermarkets.
The company has developed 500 points of difference, though only a few are being featured in the stores or in the chain's ads at any given time, Coyne said. “They are intended to let customers know why they should shop with us rather than a competitor,” he explained.
Examples of “Did You Know?” messages include:
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“Food safety is our priority. We conduct unannounced third-party food safety checks throughout our stores.”
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“We make our plastic shopping bags out of recycled milk jugs.”
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“More than half of all waste generated at every store is recycled.”
The “Ticket to Savings” and “Did You Know?” programs are being featured in radio, print and online advertising; the chain discontinued TV ads earlier this year.
