In the spirit of full transparency: I’ve never written a blog before. I’ve written plenty of term papers—but never enjoyed that process. However, when I was asked to write about the partnership between The Roberts Company and RSA America, I was genuinely happy to share our story.
The Beginning of a New Era
About seven years ago, David Roberts and I were looking for ways to stop mailing our weekly circular. At the time, this effort was costing us over $1 million annually, and when the vendor handling our distribution proposed a $70,000 price increase, we knew something had to change. We wanted to invest that money back into our company—not into postage.
David arranged a meeting with Rob Belcore from RSA America. Within ten minutes, it became clear: this was the solution we had been searching for.
Rob is one of the most candid, intelligent, and authentic people I’ve ever worked with. Together, David and I made the bold decision to stop mailing our circular and deploy RSA America’s mobile app instead. Looking back, I believe it was one of the best decisions we’ve ever made.
Not Just a Product—A True Partnership
If you’re looking for a vendor to simply “plug and play” a loyalty program, RSA AMERICA is not for you. But if you’re searching for a true partner—one who will walk with you, challenge you, and elevate your business—then RSA America is exactly who you need.
RSA America’s platform isn’t just about loyalty marketing. It’s an operational tool that helps drive sales, improve margins, build stronger customer relationships, and convert casual customers into loyal ones.
The results you get will reflect the effort you put in. For us, that meant full engagement from the start. David knew I was committed to making the app successful, and he gave me the authority to push it forward—an essential move, because complacency is a real threat to innovation. You must have a champion in your organization who won’t let resistance stop progress.
Hands-On Guidance from Day One
RSA America was with us at every stage—from educating our team to helping sign up customers. They provided training, stayed engaged during rollout, and ensured a seamless implementation. If a problem came up, they acted immediately. Even more importantly, they constantly challenged us to do more, to think differently, and to take calculated risks. As independents, we need that kind of push.
The app made us focus on what matters most: accurate pricing, in-stock inventory, compelling promotions, and clear communication. It also created a new dynamic with our vendor partners, empowering us to work together in ways we never had before.
Building Momentum with Smart Strategy
To kick things off, we gave away a free item for 13 weeks to customers who signed up for the app. Our first giveaway? A case of water.
You can imagine the skepticism that followed—“We’re giving away truckloads of water?!” But Rob calmly reminded everyone: “You only give it to customers who sign up.” He predicted the volume with precision, and that kind of clarity is something I’ve come to trust deeply.
The water giveaway also served a purpose: customers grabbed a cart for the heavy item, and carts lead to higher basket sizes. We still apply this strategy today by placing bulk items at the front of our stores.
The practice of customer sign-up is ongoing. It keeps the app top-of-mind for customers and ensures our employees are consistently engaging. With RSA AMERICA’s help, we built simple scripts for our team—starting with one key question at checkout: “Do you have our app?” Based on the response, our staff knows exactly what to say next.
Creating Value, Consistently
We maintained the weekly giveaway strategy for a long time. We placed the items at the front of the store, highlighted them with large signage, and had our most personable staff members engaging with customers. We later evolved to offering high-value items at deep discounts—equally effective.
We also introduced app-driven discounts like $5 off every $30 spent, especially during the early days of COVID when competitors couldn’t distribute print ads. This allowed us to stay connected with customers and offer real savings. We now run this promotion once a month, strategically deploying it during our softest sales week.
Another favorite is $5 off every $400 spent, which lets us thank our most loyal customers. Hearing a cashier tell someone they’re receiving a reward for their loyalty is always a meaningful moment—and I love being able to personally say thank you too.
Communicating and Customizing
We send weekly push notifications through the app, highlighting promotions, limited-time offers, and one-day deals. It’s been a game-changer. The app also strengthened our vendor relationships. They were quick to embrace the platform, offering flexible discounts and only paying for items that were actually redeemed.
Over time, we built a data-backed list of effective promotional items, knowing exactly what to expect in terms of sales lift, movement, and margin. That transparency has led to increased vendor funding—because they see the results.
Today, our ad strategy is nearly 100% app-driven. We choose the items we want to promote, not just what comes from an ad group. The print circular is minimal, mostly digital now, and vendor-funded events like 3-day sales are planned a year in advance.
The Results Speak for Themselves
Our sales per customer are up. Our gross profit is up. Our year-to-date performance remains strong despite market challenges. We’ve transformed our ad strategy and redefined our business model.
I believe in RSA America. I trust them. They’ve proven themselves as a long-term partner—honest, transparent, and deeply invested in our success.
If you’re an independent grocer looking for a smarter way forward, I’m happy to share more details. Let’s help each other succeed.