Kroger Amplifies Digital Offers In-Store

Shopper intelligence company Catalina has launched Reach Extender, which amplifies current digital offers by extending relevant printed coupons at checkout to those who shop exclusively in-store. Kroger’s 84.51 data analytics subsidiary is an early collaborator.

84.51 currently delivers personalized promotional offers to Kroger’s digitally engaged shoppers via its website, mobile app and other touchpoints broadly via its Loyal Customer Mailer.

The Reach Extender solution aims to expand the impact of those promotional offers by aligning them with the way customers shop (in-store, online or both), according to a media release.

To execute the program, 84.51 will select a base of loyal, exclusively in-store Kroger shoppers. Leveraging the cloud-based Catalina Media Platform, 84.51 will then deliver the relevant coupons to shoppers via in-lane printers in each store, in addition to the receipt. Walgreens has offered a similar experience for years.

“Catalina is always looking to deliver meaningful and relevant value to customers wherever and whenever they shop. Catalina Reach Extender has been designed with this in mind so that loyal in-store shoppers receive offers in a way that is relevant to them, while they’re shopping, ultimately increasing satisfaction, trip frequency and basket size,” Wesley Bean, U.S. chief retail officer for Catalina, said in the release. “With inflation continuing to concern shoppers across the country, offering shoppers greater value on their favorite brands and products in a relevant way is not only appreciated, but also it engenders even greater loyalty.”

“The ultimate aim of using Catalina Reach Extender is to engage 100% of our shoppers with the best possible access to value," Cara Pratt, senior vice president, Kroger Precision Marketing at 84.51, added. "This expansion will enable CPG brands to engage even more shoppers with inspiring products for their homes and families.”