Kroger, one of the largest grocery retailers in the U.S., has launched a new option for customers to access discounts without using digital platforms. The company is now providing printed "Weekly Digital Deals" flyers at store entrances, giving all shoppers the opportunity to access the same savings typically available through its app or website, according to ClickOnDetroit.
Customers with a Kroger loyalty card can now simply scan a barcode from these flyers during checkout to load all the digital deals of that week onto their account, bypassing traditional digital coupon selection methods. This initiative, also reported by the Detroit Free Press, follows concerns raised by consumer advocates about the digital divide limiting some populations' ability to access in-store discounts.
Previously, Kroger's approach required the use of a smartphone or internet access to individually add digital coupons to a customer's loyalty card. However, a Kroger Co. of Michigan spokesman stated, "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," in a comment provided to the Detroit Free Press.
Although this new option may benefit customers who face technological challenges, KOMO News reported that not all Kroger-owned locations are currently participating. In response to advocacy efforts by consumer groups, Edgar Dworsky, publisher of Consumerworld.org, said, "Kroger is finally doing something good for consumers who have been cut out of being able to use digital coupons." He continued, acknowledging the simplicity of the move by asking, "They created what I call a 'super coupon,' a little handout sheet in the store that has all their digital coupons and specials, all on one sheet and a single barcode. It’s so simple, why didn't they do this sooner?"
Amid ongoing concerns about rising food costs and their disproportionate effect on low-income and senior shoppers, Kroger’s initiative is seen as a step toward improving access to savings. However, with food prices continuing to increase, the need for more accessible discount options remains significant. KOMO News reports that nearly one-fourth of adults over age 65 do not use the internet, and approximately 30 percent of households earning under $30,000 lack reliable broadband access—groups for whom access to in-store savings can be especially important.
