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Raley's goes social with BzzAgent

Boston — Raley’s Family of Fine Stores, a privately held supermarket chain with a presence in Northern California and Nevada, has partnered with BzzAgent, the social marketing arm of Dunnhumby, to develop the first grocery retailer advocacy online platform to further enhance its new loyalty program, Something Extra.

“Try-It” allows Raley’s to reward their best customers with exclusive access to new products based on products that they already purchase. Activities encourage consumers to share opinions and provide recommendations with Raley’s and other shoppers through face-to-face conversations and across Facebook, Twitter and the entire social web. This approach to social marketing fosters advocacy and more intimate engagement with the Raley’s brand.

Once customers initiate their Something Extra Try-It account, and begin completing surveys, they will receive “Try-It Kits” with selected product samples and will be encouraged to talk about their product experiences with friends and family.

“Something Extra Try-It is truly groundbreaking. Social marketing is important for Raley’s and this program helps us identify our best customers online and reward them with experiences they’ll want to share with their friends in social media and in person,” said David Palmer, VP marketing and consumer relationships, Raley’s.