Redner's Markets Upgrades Digital Tools

Reading, Pa. — East Coast retailer Redner's Markets is seeing a significant increase in registrations and customer engagement times on its website thanks to a partnership with Minneapolis-based Grocery Shopping Network (GSN).Redner's, which operates 42 Warehouse Markets and 16 Quick Shoppes in Pennsylvania, Maryland and Delaware, has used the GSN platform to revamp RednersMarkets.com and update its digital tools.The retailer has reconfigured its weekly circular, digitizing what were previously read-only JPEGs to create popup ads so that registered consumers can click on items and add them to a shopping list. After downloading the Redner's mobile app, users can transfer this list to their smartphones and check off items as they shop in-store. Additionally, the website allows shoppers to access weekly specials at stores in their area, browse by brands and view content such as recipe ideas and cooking videos.Eric White, consumer communications specialist at Redner's Markets, says all of these features are resonating with the retailer's core shoppers (time-deprived young families with parents age 18 to 35), who use the website for list creation and meal planning. "For many of our customers, repetition in ordering is key," White says. "They know what they want at certain times of the year, such as holidays, or if they have specific dietary needs related to gluten intolerance or diabetes. We've been able to mesh all of that information within the GSN network and provide a more seamless interactive experience from desktop to mobile."The changes have provided new promotional opportunities for manufacturing partners. Redner's now constantly refreshes its home page with scrolling banner ads that contain weekly specials and promotions. Recent contests and discount offers have been featured from such brands as Kellogg's, Purina and Hormel."CPG manufacturers like the idea that they can sponsor a visitor's session and use multiple tactics such as coupons or 'Like' a recipe," says Albin Andolshek, vice president of marketing communications at GSN. He says the platform consistently delivers higher engagement times on the website and higher redirect/click-through rates to the manufacturers' sites.Since making the changes, Redner's has doubled the number of consumers who registered online to obtain an advance preview of its weekly circular.In 2013, Redner's will continue to hone implementation of these tools and work with vendors on promotional opportunities. White says the retailer now has the capability to more fully integrate online shopping into the site experience, though no plans exist just yet for e-commerce. "This is not about setting a specific sales goal for our stores," he says. "It's a necessary cost of doing business if you want to stay relevant in today's shopping environment."

Redner's Markets Upgrades Digital Tools

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