Cincinnati-based Kroger Co. launched a price-lowering campaign in the wake of dropping its double coupon program for its Delta region stores in West Tennessee, Mississippi, Arkansas, southern Missouri and southwest Kentucky.
The program comes just a few days after Kroger executives discussed reasons for dropping double coupons during the quarterly conference call held June 20.
According to a local news article in from CBS station THV11, Kroger’s price lowering campaign is set to start June 26, and includes items in grocery, produce, organics, natural foods and general merchandise.
One example included yellow peaches for 99 cents a pound, 60 cents lower than the regular price.
Kroger plans to discontinue double coupons in the division as of July 10. Kroger executives said during the conference call that the price lowering program should benefit more customers than currently were utilizing double coupons.
“We invested the monies that were saved from double coupons into lower everyday pricing,” Kroger’s president and chief operating officer Rodney McMullen said during the call. “So if you look in total, it actually had no effect on gross margin. What we found was there weren’t very many customers actually engaged with double coupons and we felt like it was better to give lower prices to all customers so all customers could get the benefit of that, so it really didn’t affect much.”