RSA America has partnered with URM Stores Inc., a Spokane, Washington-based retailer-owned wholesaler supporting about 265 independent grocery retailers across the Pacific Northwest.
Through the partnership, URM is deploying a centrally managed loyalty, digital marketing, retail media and artificial intelligence-enabled commerce platform designed to provide enterprise-level intelligence and execution capabilities to retailers of all sizes.
More than 60 URM-affiliated stores are live on the RSA platform, with more than 100 additional locations onboarding in a phased approach.
‘No retailer left behind philosophy’
The initiative represents a network-wide digital transformation strategy built on a “no retailer left behind” philosophy, the partners said.
The approach ensures that smaller independent grocers gain access to advanced engagement tools, first-party data visibility and retail media monetization capabilities historically concentrated among national chains.
Grocery retail has become an intelligence-driven business. Large chains operate on unified ecosystems that connect loyalty, e-commerce, promotions and analytics into a single decision-making engine.
“Independent grocers compete on relationships and service every day,” said RSA America CEO Ravi Achanta. “What often holds them back is fragmented technology that makes it harder to see what’s working and where margin is leaking.
“URM is addressing that at scale by giving its retailers a unified system that drives visibility, consistency and performance.”
Enterprise-scale deployment
The partnership introduces a URM-managed loyalty and digital engagement program powered by RSA’s unified commerce platform.
Rather than requiring each retailer to independently implement and manage digital infrastructure, URM will centrally oversee loyalty operations, digital promotions and campaign execution on behalf of participating stores.
RSA’s platform integrates loyalty, retail media activation, e-commerce connectivity and AI-driven shopper intelligence into a single commerce layer. The result is consolidated visibility across physical and digital storefronts, improved promotion precision and measurable revenue performance.
This structure reduces operational burden for retailers while enabling consistent standards, performance optimization and data-driven decision-making across the network.
Consumer-facing ecosystem under shared banners
As part of the initiative, RSA is developing shared shopper-facing mobile and web experiences under the Family Foods and Harvest Markets banners.
Participating retailers will be integrated into a unified digital ecosystem where shoppers can download the app, select a store, activate offers and receive personalized promotions.
The shared platform strengthens brand cohesion while maintaining store independence. By connecting shopper engagement data across banners, URM retailers gain insight into behavior, frequency patterns and promotional performance.
“Independent grocers are always looking for tools to assist them in competing with their larger chain competitors,” said Mike McShane, URM VP of procurement.
“RSA America offers them a suite of solutions to assist in leveling the digital playing field. We are excited to continue adding URM member owners to the RSA platform.”
Broader industry shift
RSA America supports more than 1,400 stores nationwide and continues to expand its footprint through wholesaler partnerships.
The URM initiative underscores a broader industry shift toward platform consolidation and network-level intelligence enablement as independent grocers modernize to compete at enterprise scale. Phased onboarding and activation are under way throughout 2026.
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