Safeway beefs up its web presence with a new premium meats site
As a way to expand both its national presence as an online grocer and target emerging opportunities in the gourmet foods and gifts space, Safeway.com is rolling out a new niche site.
The site, RanchersReserve.com, is an online food store offering premium quality USDA-inspected tender Angus beef and specialty foods, says Safeway.com CEO Mitch Rhodes. The new site opened in early November and carries about 40 products.
To attract shoppers and differentiate RanchersReserve.com from other online food shopping destinations, the site will offer a 100% money-back guarantee on meat purchases and price all items under $100, Rhodes says. “I can’t think of anyone else who is doing this combination,” he says.
Safeway.com currently operates almost entirely along the West Coast and East Coast where Safeway Corp. has stores. But RanchersReserve.com will ship direct to all 50 states, including Alaska and Hawaii. The new site will expand Safeway’s e-commerce program into new sections of the country and pave the way for the launch of other possible micro sites, Rhodes says.
Safeway.com, No. 149 in the Internet Retailer Top 400 Guide to Retail Web Sites, is promoting RanchersReserve.com in upcoming e-mail blasts and a print campaign that included the distribution of 10 million gift catalogs.
Ranchers Reserve is one of Safeway’s private label meat brands.
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