Digital Coupons Come to Shop 'n Save

CAROL ANGRISANI

PITTSBURGH — Shop ‘n Save here is the latest retailer to join the digital coupon craze by letting shoppers link online coupons directly to their loyalty cards.

A controlled test at the 70-store retailer includes 10 coupons, six of which are for Unilever products — including 75 cents off two packages of Knorr rice or pasta sides and 55 cents off two jars of Ragu pasta sauce. An additional four coupons range from 25 to 50 cents off, and are for four La Victoria items, including enchilada sauce.

“Digital coupons make life easier, no more fumbling through newspapers and clipping,” Peter Bazanos, Shop ‘n Save's loyalty marketing manager, told SN.

Shop ‘n Save is working to secure additional offers, with the goal of having “every relevant manufacturer value offer that is available in our market on our site for our customers to download,” according to Bazanos.

You Technology, Delray Beach, Fla., is powering the digital coupon platform.

Shop ‘n Save customers can download digital coupons directly from www.shopnsavefood.com to their existing Shop ‘n Save “Perks” loyalty card. Those who already have a Perks card can register their card number to join the service. New members can apply online or by filling out an application in-store.

Once online, they can set up an account that enables them to view and click on coupons. The coupons are automatically downloaded to their Perks card and the savings deducted at checkout.

Shoppers can use their account to print a list of all their downloaded, redeemed and expired coupons. They'll also receive alerts about downloaded coupons that have yet to be redeemed and are about to expire.

Customers can even sign up to receive email alerts that allow them to be the first to know about exclusive deals and shopper events.

Though the service just launched a few weeks ago, early response seems favorable.

“Paper coupons have always been an important part of our customer's efforts to add to their savings, and based off early indicators the same will be true with digital coupons,” said Bazanos.

Supervalu, which supplies Shop ‘n Save stores, supports the effort.

“We're committed to making shopping easier and even more affordable,” Bill Lipsky, Supervalu's area sales director, said in a statement.

Over the last year, loyalty card coupons have gained momentum as more retailers and manufacturers embrace them.

Unilever, for instance, has tested several initiatives involving coupons that can be accessed via computer and smart phone, and downloaded directly to loyalty cards.

“Unilever is committed to reaching our consumers with coupons in the format that works best for their lifestyle,” said Marc Shaw, Unilever's integrated marketing director.

Safeway and Kroger were the early adopters on the retail side of the business, as both partnered with AOL's Shortcuts.com to provide General Mills, Kimberly-Clark and other manufacturer coupons that can be viewed on computers or mobile phones and downloaded to loyalty cards. Savings are automatically deducted at the checkout.

Safeway and Kroger also have partnerships with the P&G eSaver, which provides coupons for Procter & Gamble products that can be downloaded to loyalty cards.