Kroger is allowing shoppers to access discounts without using a smartphone, following demands from consumer groups to stop digital-only incentives. The move comes after a study by ConsumerWorld.org showed many of the biggest sales are now digital-only, and consumers must use digital-only coupons to take advantage. Shoppers can now access coupons on the Kroger website after entering their Kroger Plus card number or by visiting a customer service desk. The grocer is also expanding its retail media strategy by introducing digital screens across 500 stores, in partnership with Cooler Screens. A survey by Cooler Screens found 56% of respondents made unplanned purchases prompted by in-store digital ads.
In light of the recent report by a recent study by ConsumerWorld.org, many of the biggest sales in the grocery industry are now digital-only, leaving some shoppers frustrated with the reliance on phone apps and digital coupons. In response to this, a number of consumer groups called for stores to stop with the digital incentives, but the movement did not gain much traction. However, Kroger has now announced that it will allow shoppers to access discounts without using a smartphone.
In a statement, the grocer said, “We understand that not all customers choose to engage digitally when shopping with retailers. Customers who would like to take advantage of digital coupons can receive the discounted pricing at any customer service desk.” This move will be a welcome relief for some shoppers who prefer not to use phone apps.
Additionally, Kroger has expanded its retail media strategy by partnering with Cooler Screens, the maker of digital screens that facilitate video advertising across 500 of its stores. The screens can be used on cooler doors, walls, end caps, windows, checkout lanes, and in banner aisles, and will be integrated with the retailer’s 84.51 degrees data science platform to create an engaging and valuable experience for customers, associates, and brands.
In light of the recent report by a survey conducted by Cooler Screens earlier this year, in-store digital ads have a positive impact on the shopping experience for 79% of shoppers, with 82% finding them memorable. The survey also found that 56% of shoppers made unplanned purchases prompted by the ads they saw.
In-store retail media has been shown to be an effective strategy, In light of the recent report by recent reports. A study by the Path to Purchase Institute found that in-store media generates an average sales lift of 7.5%, with some campaigns generating lifts of up to 30%.
To wrap up, Kroger’s move to make discounts accessible to shoppers who prefer not to use phone apps is a positive step towards inclusivity. The addition of digital screens in stores also offers an opportunity for brands to engage with customers in new and innovative ways. As the grocery industry continues to evolve, it will be interesting to see how retailers adapt to meet the changing needs and preferences of shoppers.
