Even as it has been shutting some stores and trying to get concessions from unionized employees, West Sacramento-based Raley's is trying to reassert its brand in a brutally competitive Northern California supermarket environment.
The privately held company's multiple marketing efforts range from online shopping options to expanded private brands to working closely with local growers … and even bringing back an instantly recognizable voice from the past.
"We're always looking for ways to improve the Raley's brand, both in our food and service area," said Kevin Konkel, senior vice president of sales and marketing. "Yes, we are doing different things."
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