While not having a reputation for being on the cutting edge of innovation, Stater Bros. Markets, BB #:111865 Colton, CA, has stayed on top of the trends, implementing ecommerce expansion, point-of-sale upgrades, and inventory management improvements through a variety of partnerships.
The company teamed with ReposiTrek in 2021 as a tool to reduce out-of-stocks, especially for direct store delivery (DSD) categories, and in 2022 it expanded the successful program to include more DSD suppliers.
It also paired with NCR Corporation to streamline its point-of-sale infrastructure and improve customer experiences online and off, and its recently launched branded ecommerce platform counts Mercatus as its technology partner.
In addition, Stater Bros. internally developed an app—also running on the Mercatus platform, in combination with the UShop ShopperKit in-store order fulfillment platform and Flybuy location technology—to integrate its online ordering and fulfillment services for curbside pickup and delivery.
The retailer has stressed that all these partnerships contribute to its effort to boost the customer experience across all channels of the brand.
Beyond technology alliances, Stater Bros. has also entered into some major marketing collaborations since the launch of the strategic rebrand a year ago. Coinciding with the new “Bring It Home” campaign in April 2022, it partnered with the Los Angeles Football Club (LAFC) and forward Christian Torres.
The partnership includes stadium signage at Banc of California Stadium, where LAFC plays, a commercial starring Torres—a native of Fontana in San Bernardino County, CA—and prizes, gift cards, and other swag for customers. Torres and the soccer club have also been featured in-store and on collateral materials.
In May of last year, Stater Bros. Charities partnered with Reyes Coca-Cola Bottling for a monthlong Give Back program in support of the Bob Hope USO, contributing $30,000. It also partnered with Yakima, WA-based FirstFruits Marketing, LLC to donate 20,000 pounds of apples to Feeding America Riverside-San Bernardino, to name just a few examples.
In July 2022, the retailer became a sponsor of the North Patio at Toyota Arena in nearby Ontario, CA, where live concerts are held.
In addition, Stater Bros.’ community focus has long included donating to local hunger-relief as well as children’s, health, education, and veteran’s organizations, with more than $80 million in food and funds given to date.
This is an excerpt from the May/June 2023 issue of Produce Blueprints Magazine’s California Supplement.
