Kroger brings back paper coupons in a whole new way

Kroger has done something very few business do. It listened to its customers and brought back paper coupons.

It has not eliminated digital deals. Instead, the company has found a simple way to go back to handing out coupon flyers while also offering digital deals.

Related: 63-year-old retailer closing all stores in Chapter 11 bankruptcy

This might slow the checkout process, but it will clearly make the chain's customers happy.

“We’re always listening to our customers and working to make their shopping experience as seamless and rewarding as possible. Updating our coupon policy to allow both digital and print coupons reflects our commitment to their satisfaction,” Kroger said in a statement to media.

The new paper coupons are released in stores on Wednesdays.

“Simply grab a flyer and scan it at the self-checkout or ask for help from one of our friendly clerks,” Kroger added.

The change shows that customers have voices and retailers listen. In many ways, this change was reminiscent of when a television network cancels a show and the public outcry to bring it back actually causes a reversal and either the show comes back, or another network picks it up.

Kroger customers forced the chain to bring back paper coupons

Kroger customers wanted paper coupons back, and the chain gave it to them. In reality, the company probably should have known to not take them away in the first place.

I experienced something similar almost 20 years ago when The Boston Globe decided to eliminate its printed television guide in the Sunday paper. On the Monday after that happened, the phones rang endlessly as angry subscribers complained.

My desk was right near the main desk, and I head hundreds, maybe thousands of calls over a few days before the paper made the decision to cave in. 

In the case of Kroger, sometimes people just want what they want.

Related: Beloved convenience store chain faces permanent closure

“While shoppers have been quick to adopt technology through multiple facets of their lives, it seems that paper coupons live on as 55% of consumers said they use both digital and paper coupons. Paper coupons also present an opportunity to savvy shoppers: stacking or combining a digital coupon with a manufacturer coupon,” CB4 shared from a study it conducted. 

The same study made it clear that coupons are important:

• 96% of consumers use coupons. 
• 84% of consumers say coupons influence their shopping choices.

Kroger tries to make coupons better

“Kroger is finally doing something good for consumers who have been cut out of being able to use digital coupons. They created what I call a ‘super coupon’ — a handout sheet in the store that includes all their digital coupons and specials on one sheet with a single barcode. It’s so simple; why didn’t they do this sooner?” shared Consumer World Publisher Edgar Dworsky.

Kroger's coupon acceptance rules:

Limit one store/manufacturer coupon (paper or digital) per item purchased.

• Acceptance is subject to any restrictions on the coupon from the manufacturer.
• All coupons will be accepted at face value on the purchase of the correct description on the coupon: Brand, Size, Quantity, Color, and Flavor.
• Expired coupons will not be accepted.
• We do not accept coupons presented on an app or mobile device. We only accept digital coupons found on our App or our website.
• We do not accept coupons that are copied, blurry, out of proportion, altered, or that will not scan at the point of sale.
• We limit coupons to three (3) redemptions of the same coupon per day, per household, unless otherwise noted on the coupon.
• If the order total is negative from coupon use, the balance will be added to merchandise return card.
• Internet Coupons/Print at Home Coupons (PAH) — Additional restrictions:
  • “Free Item” Internet coupons can be accepted if all purchase criteria are met.
  • Only one internet/PAH coupon per item will be accepted.
  • Internet coupons may be limited to two (2) redemptions of the coupons per household, per day.

The store manager has the right to accept, decline, or limit the use of ANY coupon or offer.

Kroger will also provide print copies of digital coupons for any customer who asks.  

How Kroger's new paper coupons work

The new paper solution offers a simple three-step process:

1. Pick up the paper ad near the entrance.
2. Shop as normal, keeping the paper deals handy.
3. Have the cashier scan it at checkout or scan it yourself during self-checkout for instant savings.

Related: Claire's and Icing begin store closing sales at all locations