Supermarkets and grocery stores have been in the news lately because of the rise in prices that is making them lose clients and locations. The economy and the way we shop has changed a lot in the past decades, but especially after the pandemic, and that is showing, which means that retailers need to adapt and come up with new ideas in order to survive or they will be forced to shut down. One of these retailers, grocer Kroger, is taking the challenge on board and is implementing a new measure that is revolutionary.
Unlike many others, like Walmart or Costco who are focusing on the future and on tech to make changes to please customers, Kroger is going a different direction and is going back to analogue methods to try to entice customers back. And the measure seems to be working, as instead of having to go though a complicated online code or account, you can just pick up a flyer, scan it (or punch in the number) and get your discount or promotion. Easy and traditional.
This measure could be seen as a two prong approach, as one the one hand it caters to those that are not good with tech and have gotten fed up with the endless accounts and passwords that are required, but it also helps ease the way to those who just do not think about discounts and coupons unless they see them, as it just gives them the answer.
Will this new measure set Kroger apart from other supermarkets?
It will definitely not hurt, as many companies are trying to improve their practices and just look to the future, it might be worth considering that things worked in the past for a reason. Plus, it seems to be in demand from customers, and as a spokesperson for Kroger told Newsweek: “We are always listening to our customers to create a better shopping experience. To make it simpler for our customers to take advantage of the full value our stores offer, we are providing an easy-to-use flyer that customers can scan to save with digital coupons.”
And the impartial research into the use of coupons backs them up. A Capital One report found that 165.5 million U.S. adults, about 62%, used digital coupons in 2024, and while most did so via smartphones for online shopping, just 35% applied them during in-store visits, which means a wasted opportunity both for the client to get a discount and for the store to show their commitment to helping them save money.
The trend highlights a persistent digital gap, particularly affecting seniors and low-income consumers. Many of these shoppers miss out on discounts due to limited access to smartphones or stable internet and Pew Research data from 2021 showed that 25% of adults over 65 did not use the internet, and 13% of low-income households lacked any reliable online connection, which is cutting them off from key grocery savings.
But that is not the best part, since supermarkets have a symbiotic relationship with the brands they carry, having the coupons be more accessible will also help customers discover new brands that they could come to love. The same Capital One study reveals that 39% of consumers would be willing to try a new brand if they receive a coupon, while 48% avoid products without active discounts or promotions.
This new way of distributing coupons could be the answer to a problem that we did not know that we had, and if it works for Kroger, maybe other supermarkets will apply the same philosophy and help their customer save more.