Dive Brief:
- Redner’s Markets announced Wednesday the launch of its new shopper app, replacing the disconnected digital shopping experience of the grocer’s previous app.
- The app allows users to access their loyalty program rewards, find digital deals and place online orders.
- The new app is the “cornerstone” of a larger digital strategy for the grocery company and comes at a time when independent grocers are turning to apps to boost their competitive advantage, Redner’s Chief Operating Officer Gary M. Redner said in emailed remarks to Grocery Dive.
Dive Insight:
When redoing its app, Redner’s stayed focused on providing value to its customers and offering a consistent shopping experience across its stores and online presence, Redner said.
Redner’s partnered with RSA America’s unified commerce and engagement platform to power the app, according to the announcement. The grocer learned about RSA America through a share group within a network of independent retailers, Redner said.
Redner’s is among the first retailers to launch RSA’s full integrated suite of offerings, according to the announcement. The two companies started working on the app last year, RSA America CEO Ravi Achanta said in an interview.
The app, which went live earlier this month across Redner’s 68 stores, allows customers to redeem their loyalty rewards in stores or at fuel sites run by both Redner’s and its fuel partners, Redner said. Existing app users will need to update the app to access the new version, which carries over their loyalty program history and rewards, including family accounts, Achanta said.
The new app can also bundle groceries, catering and food from several in-store kitchens into one order, making it easier for a customer to collect their pickup order from one station in the store, Achanta said, noting that Redner’s has a strong reputation for its fried chicken, sushi and sandwiches.
The app includes a “My Deals” section with personalized offers based on a customer’s purchase history and shopping behavior, Achanta said.
The new app will give Redner’s greater visibility into shopper behavior, engagement trends and promotional performance — insights that will facilitate strong relationships with its customer app, according to the announcement.
RSA America provided Redner’s with manuals and training guidance for the grocer’s managers and store employees ahead of the app’s launch, Achanta said.
Redner said the early customer response has been “extremely encouraging.” To help spread the word, Redner’s is hosting a five-store Appiness Tour to show customers how to download and use the app. The tour, which kicked off on March 10 and ends on April 8, includes limited-time only in-app deals, in-store giveaways, customer spotlights and app demos.
The new app already has around 25,000 downloads, a significant uptick from the previous app, Achanta said.
“Mobile apps like ours are great equalizers for independent grocers,” Redner said. “They empower us to deliver a modern, seamless shopping experience that rivals what national chains offer, especially when it comes to customer convenience and loyalty.”
For independent grocers, apps can be an extension of the high-touch customer experience that they offer in stores, Achanta said.
Later this year, the grocer plans to add in-store kiosks and tap artificial intelligence for more targeted promotions as part of its efforts to expand digital engagement, according to the announcement.
