Raley’s grows its Shelf Guide transparency tool

Sacramento, Calif.-based retailer Raley’s is expanding its efforts around its label transparency tool, Raley’s Shelf Guide, a shelf tag program designed to help shoppers easily identify products that best fit their dietary and nutrition needs. The program now includes 23 icons that help highlight the specific health attributes of various products.

“Consumers have the right to know exactly what they are eating, putting on their bodies or using in their homes. We are looking into a more holistic wellness approach when navigating the aisles,” Yvette Waters, Raley’s nutrition strategist and brand influencer, said. "Raley’s has enhanced standards of what customers should expect from their local grocer. We want to give customers easy access to better options for a healthier lifestyle and provide greater transparency in labeling of products on our shelves and online.”

The Raley’s Shelf Guide icons span food and nonfood categories, and include such attributes as nutrient dense, clean label, and carb friendly in food and beverage; paraben free, no added fragrance and sustainability in health, beauty and household; and grain-free, high in protein and gut health in pet care.

Shelf Guide also offers information about ingredients, processing in nutrition at the shelf and online. Raley’s said it spent a year analyzing Nielsen data, grocery trends and customer data to identify demand for products with more sustainable and natural ingredients. The retailer also partnered with Label Insight to review product information and develop a set of custom attributes for Shelf Guide.

“We’re excited to continue our partnership with Raley’s to evolve their Shelf Guide program from its very beginnings to this next stage,” Ronak Sheth, Label Insight’s CEO, said. “As a true retail innovator in product transparency, Raley’s is maximizing the intersection of Label Insight’s rich data set with the consumer’s dual need for convenience and product insights. We’re looking forward to our continued collaboration.”

Raley’s Shelf Guide is fully integrated to both the in-store and online shopping experience. In-store shelf labels offer as many as nine attributes on an individual product shelf tag. Online, shoppers can use the Raley’s Shelf Guide icons as filters when ordering for pickup or delivery. More than two-thirds of the items in center store have at least one icon, the company said. Additionally, Raley’s said its customer education campaign includes several animated videos to bring Shelf Guide attributes to life.