Kroger Customises In-Store Rewards

• The US supermarket Kroger proposes individual pricing based on shopping habits.

• With the help of consumer research firm dunnhumby USA, the retail chain takes advantage of the data gathered on its customers to send them specially crafted coupons by e-mail (new products from their favourite brands, family packs wherever appropriate, etc.). These offers are automatically loaded to the customer’s Rewards card and applied to his final bill at checkout.

• The reward programme gives 1 point for each dollar spent (or more accordingly: specific weekly ads); the consumer receives 1 dollar every 100 points. Also, ten bonus points are given out for bringing one’s own shopping bag (environmentally-friendly approach).

Source: springwise.com

• The approach is not new but is only getting started in brick and mortar outlets benefiting from highly promising customer data. This programme helps pushing consumption and promoting partner brands through relying on user data to improve sales and satisfy customers.

• Kroger is not the only player benefiting from this kind of programme: Safeway, another US retail chain, is currently rolling out a relatively similar solution based on mobile devices: just for U also takes into account customer behaviour and pushes most relevant offers from partner brands through the dedicated mobile app or by e-mail.