Raley's partners with Dunnhumby division to create online platform for loyalty program

BOSTON — A privately owned supermarket chain in California and Nevada has partnered with a division of Dunnhumby to develop a grocery retailer advocacy online platform to supplement its loyalty program.

Dunnhumby said its social marketing arm, BzzAgent, had partnered with Raley's Family of Fine Stores to build the new online platform, Something Extra Try-It. Raley's 128 stores in northern California and Nevada under the Raley's Supermarkets, Bel Air Markets, Nob Hill Foods and Food Source banners and launched Something Extra in September 2012 with DunnhumbyUSA.

Once customers start their Something Extra Try-It accounts and start completing surveys, they will receive Try-It Kits with product samples and will be encouraged to talk about their product experiences with friends and family. Other rewards include exclusive access to new products based on products that customers have already purchased.

"Something Extra Try-It is truly groundbreaking," Raley's VP marketing and consumer relationships David Palmer said. "Raley's has long sought a meaningful, scalable and measurable platform to activate its marketing mix and has diverted budgeted dollars from other traditional paid media to fund Try-It. Transactional shopper data is combined with social marketing to drive sales and engagement with the Raley's brand, to recruit customers to the right campaigns and recognize and reward its most loyal customers."