As inflation affects consumer spending behavior, many grocers are touting deals and discounts, but while these efforts might be effective for older customers, they will not have the same impact on all consumers.

Grocery giant Kroger, for one, has been looking to extend its digitally optimized discounts to in-store customers. Consumer-packaged goods (CPG) marketing company Catalina recently announced that it is running a test with 84.51°, grocery giant Kroger’s retail media arm, to deliver printed coupons to in-store shoppers, bringing previously digital-only offers into physical aisles. The program, Catalina Reach Extender, will use in-lane printers to dispense hard copies of personalized offers to shoppers.

“We look forward to using this breakthrough technology to bring meaningful savings to even more customers,” 84.51° Kroger Precision Marketing Senior Vice President Cara Pratt said in the announcement. “The ultimate aim of using Catalina Reach Extender is to engage 100% of our shoppers with the best possible access to value. This expansion will enable CPG brands to engage even more shoppers with inspiring products for their homes and families.”

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