Digital Coupons Now Offered at all Safeway Stores

CAROL ANGRISANI

PLEASANTON, Calif. — After being tested at Randalls and Tom Thumb, AOL’s Shortcuts’ digital coupons are slated to roll out chainwide at Safeway beginning today.

Last month, Safeway’s Randalls and Tom Thumb banners started testing the coupons, which can be viewed on computers or mobile phones and downloaded to loyalty cards. Savings are automatically deducted at the checkout.

As of today, the coupons will be offered across more than 1,500 Safeway-owned stores, including Genuardi’s, Dominick’s and Vons.

A Safeway spokeswoman was unavailable for comment.

Among some 15 offers from Kimberly-Clark, General Mills and other marketers: 35 cents off Betty Crocker Suddenly Salad; $1.50 off Huggies diapers; and 55 cents off Lucky Charms cereal.

The deal makes Safeway the second retailer — after Kroger — to offer Shortcuts coupons. Kroger joined the service last year.

“Retailers see this as a way to add value to their loyalty programs,” Tara Trocki, Shortcuts' director, told SN. Trocki declined to reveal exact redemption rates, but said they’re eight to 15 times greater than those for traditional paper coupons.

Safeway is promoting its new coupon services through “Coupon Link,” a coupon directory of sorts located on its retailer websites.

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