Raising a grocery store brand above commodity level takes making strong, meaningful connections with shoppers beyond price and selection. We expanded the target base by helping our shoppers get the most out of products they buy with Something EXTRA Magazine. The result was greater loyalty, store visits, and higher item counts per cart. (And since, “Something EXTRA” has become the heart of this leading independent grocer’s brand.) For their entrance into the New Mexico market, Raley’s had to build awareness and preference from scratch. We took a key customer touch point –freshness – and turned it into an ownable point of difference that turned around sagging sales.