No more P&G coupons on Kroger cards
Supermarket didn't want customers leaving its site to get deals.
Kroger and Procter & Gamble are undergoing a digital divorce.
After Dec. 31, shoppers will no longer be able to download the P&G eSaver electronic coupons onto their Kroger Plus loyalty cards. Kroger will still accept paper P&G coupons, but any coupons that shoppers have downloaded to their cards will no longer be valid after Dec. 31.
Kroger is one of several supermarket chains that have experimented with using electronic coupons downloaded to customers’ loyalty cards.
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The Atlanta Journal-Constitution’s Bargain Hunter blog pinned down the reason for the divorce, noting that the spat was basically about control: Kroger wants customers to be able to download all their electronic coupons at Kroger.com, and P&G wants customers to get coupons off its site.
“Kroger is really focused on customer loyalty,” Thomas Harpointner, CEO of Atlanta-based AIS Media, an Internet marketing strategy company, told Bargain Hunter’s Rana Cash. “They want to keep customers on their Web site, just as they would want to keep them in the supermarket. Your Web site is your business; it’s not a brochure. They don’t want you to have to leave the store and walk down the street to get a coupon.”
For now, Cellfire and AOL’s Shortcuts, which also direct shoppers off the Kroger site to get their coupons on the Kroger card, are still part of the program, but it looks as if they’ll have to put their coupons on the Kroger site if they want to stay.
"We're interested in having customers on Kroger.com because that's the way people who use our loyalty card can see all offers available to them," Kroger spokesperson Meghan Glynn told Cincinnati.com. "While we regret P&G's decision, kroger.com will continue to have great coupon offers from a variety of partners for our customers."
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