Grocery retailer revamps digital platform

Regional grocer Raley’s Supermarkets is upgrading its omnichannel customer experience with an eye toward mobile convenience and personalized service.



West Sacramento, California-based Raley’s, which operates 122 stores under four banners in California and Nevada, is launching a new e-commerce platform called E-Cart. Based on technology from Unata, E-Cart includes features that aid the web, mobile and in-store shopping experience.



In select locations, E-Cart allows shoppers to order groceries online and pick them up at a local store. The platform also includes an enhanced user interface that allows customers to move seamlessly between a mobile device and a desktop computer.



“The way Raley’s delivers groceries is evolving,” said Kevin Curry, senior VP, sales and merchandising at Raley's. “Our new revamp of E-Cart will better serve our customers by providing a personalized online shopping experience. Unata has been invaluable in helping Raley’s build this brand new online experience that will elevate our customer service.”



For a smaller operator like Raley’s to survive in the fiercely competitive grocery arena, which includes discount giants like Target as well as large conglomerates and even inroads from non-traditional competitors like Ace Hardware, a top-notch customer experience is a must.



That means a strong mobile interface, in-store pickup of online orders, and personalized service, E-Cart is a clear signal that Raley’s knows the ingredients it needs to satisfy customers who have a lot of options.