Kroger makes a 180º turn and takes a key decision in the United States: it starts now

In an increasingly digitalized world, many companies are choosing to innovate and modernize their methods to attract customers. However, sometimes it is necessary to take a step back and recover certain practices from the past to better adapt to all consumers. Kroger, one of the largest supermarket chains in the United States, has decided to surprise with a move that is unusual these days.

The chain has chosen to return to tradition, offering in some of their stores a printed brochure, so customers can access digital coupons. This initiative aims to make it easier for those shoppers who are not familiar with digital technology to use discounts.

The return of paper to reach everyone

In some selected Kroger stores, customers can now find printed sheets with QR codes that allow easy access to digital coupons. This measure has not been implemented in all locations, but only in those where the company detected that some of their users had difficulties taking advantage of digital offers.

A Kroger spokesperson told Newsweek that this initiative responds to the need to improve the shopping experience, especially for those who are not proficient with technological tools. "We want it to be easy for our customers to make the most of the value our stores offer. That's why we offer an easy-to-use brochure, which can be scanned to save with digital coupons," he said.

This measure is key, since in 2024, according to Capital One, 165.5 million American adults (62% of the population) used digital coupons. The majority, 94%, did so through their mobile phones and in online purchases, while only 35% used them in physical stores.

The impact of coupons on consumption and sales

The use of coupons is essential for consumers who seek to save, especially in an economic context where inflation influences purchasing. The study reveals that digital discounts are a powerful tool to attract new customers. Thirty-nine percent of respondents said they would buy a brand they did not know if it had a coupon, while 48% would avoid brands that did not offer discounts or promotions.

For Kroger, encouraging the use of coupons, whether digital or with this hybrid formula, not only benefits the customer but also the company. Offering a printed option that links to digital coupons expands the reach of their promotions and can boost sales in physical stores. This way, Kroger manages to combine the best of both worlds: technological innovation with the accessibility of the traditional format.

This strategy also highlights the importance of understanding and adapting to the diversity of customers. Not everyone feels comfortable with technology. Kroger has replied to this reality with a simple, practical, and effective resource. For now, this new feature is limited to certain stores, but it could be extended if it proves to be successful.