April 29, 2013
Changes are coming to the way shoppers use couponers at a popular grocery store.
Kroger grocery stores announced this weekend a new Lower Prices Program, but, as part of the program, the chain is ending its practice of doubling manufacturer coupons.
In the practice, when a customer presented a manufacturer's coupon, the store would generally double its value up to 50 cents. For example, a 50-cent coupon essentially becomes $1 off.
Now, Kroger will accept all coupons at face value and says it will invest additional resources into lower prices on everyday items.
Shoppers had mixed reaction to the news.
"No, it won't make any difference. It just -- it's not going to take the fun out of it. You just have less to go on," shopper Ernestine Napper said. "But a coupon is a coupon."
Kroger hasn't given any particular reason for ending the practice, which takes effect May 12.