Sometimes reducing a company’s carbon footprint can be as small as the inside of a mailbox.
The lasting impact, however, can be huge, and the Michigan arm of Kroger believes it is taking a foot in the right direction by going digital with its weekly ads in some stores. According to the Detroit Free Press, the grocery titan is ready to deliver its final paper ad to a portion of residences in Michigan.
The digital announcement takes up about half of the front page of the latest paper version and features a comic character holding up a smartphone showing an app. The words “Your weekly ad is going digital” dominates the message. Starting May 28, shoppers will have to get their weekly information on prices and deals electronically. Paper ads will still be available at brick-and-mortar locations, and a portion of customers have already received their last paper Kroger ad.
“As The Kroger Co. of Michigan continues to create a simple, convenient grocery shopping experience, we are discontinuing the delivery of our weekly ad in some locations,” The Kroger Co. of Michigan said in a statement. “Customers can still access the same great savings through kroger.com or the Kroger app. Customers can choose to continue receiving the ad at their home by calling 800-576-4377.”
Giant Eagle, which was on the verge of completely canceling its weekly print circular in Pittsburgh, is now bringing the circular back next month, according to reporting from CBS News Pittsburgh.
The company, which is headquartered in Pittsburgh, took steps towards a digital-only version of the circular in March (though printed copies were still available in stores at that time), but on Monday Giant Eagle announced the return of weekly print ads, saying shoppers can expect to see them in their mailboxes beginning May 2.
Prior to its initial decision to move away from mailed circulars in Pittsburgh, Giant Eagle had also stopped sending printed mailers in both the Cleveland and central Ohio markets. In March, a Giant Eagle spokeswoman said the company planned to transition its remaining markets to digital circulars this year, but it’s now uncertain if that strategy will move forward.
A spokesperson from Giant Eagle could not be reached for comment in time for publication of this story.
According to CBS News Pittsburgh: the company said the print copy of the circular will highlight “the strongest promotions” and customers can scan a QR code to go to the Giant Eagle website to see more weekly sale items.
“We are committed to putting our customers at the center of everything we do to ensure we provide what is most important to them, and what they want most right now is high-quality products at a good price,” Brian Ferrier, the senior vice president of merchandising for Giant Eagle, said in a release.
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Where is your business in regards to delivered paper ads? Giant Eagle recently went back to the traditional method after attempting a move online. Will more grocers lean on digital formats in the coming months?
Let us know in the comments below or email your thoughts to the SN staff at [email protected].
