Supermarket chain Raley’s has launched the second phase of its online delivery service, extending to selected zip codes in Sacramento, US.
The service was initially launched in Alameda, California, in August.
The delivery expansion is part of the company’s strategy to provide a personalised, digital shopping experience.
Aimed at ensuring convenient grocery shopping for its customers, the retailer has been investing in e-commerce.
Raley’s e-commerce and marketing head Deirdre Zimmermann said: “We continue to invest in e-commerce and are excited to launch delivery in Sacramento just in time for the holiday season.
“We have been aggressive in the development of eCart; analysing shopping data and customer needs assessments to build our platform to maintain especially high standards for this personalised shopping service.”
The eCart service is said to be compliant with the company’s recently launched Shelf Guide programme, which is directed at fighting label confusion problems.
Offering a customised service, Shelf Guide allows customers to filter by category and attribute to search for products based on their personal dietary needs.
The company currently offers curbside collection at 95 Raley’s, Bel Air Market and Nob Hill Foods stores.
The company is also continuing the expansion of its same-day delivery, covering a growing number of zip codes.