Kroger sees increases in coupons and rewards uptake as inflation remains high

Kroger, the US grocery retail chain, is at the front line of consumer behavior changes as the cost of living crunch and digital shopping transform category norms.

Couponing and rewards programmes are seeing unprecedented demand, with US shoppers looking for more affordable prices on essentials such as groceries and fuel as inflation remains stubbornly high, according to Kroger CEO Rodney McMullen.

“We are doing everything we can to help our customers stretch their dollars with high-quality fresh products at everyday low prices, an industry-leading fuel rewards program and personalized savings,” said McMullen on Kroger’s recent Q2 earnings call.

“Overall, customers are looking to save money and make healthier choices by cooking more meals at home rather than eating out,” McMullen said, a trend which has seen meaningful...

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