Core Insights - Kroger is reintroducing paper coupons in all stores to simplify promotional offers and appeal to a broader customer base, particularly older consumers and those without access to the latest technology [2][3][4] - Customer price perception has improved across nearly all divisions, indicating positive reception to the changes made by Kroger [2] - The company aims to address the needs of low- and middle-income consumers who are increasingly using coupons to save money amid economic stress [5] Group 1 - Kroger's Chairman and CEO Ron Sargent emphasized the importance of paper coupons for older consumers who may not be digitally savvy, aiming to provide them with equal access to deals [3][4] - The reintroduction of paper coupons is expected to generate incremental business, as it caters to customers who feel disenfranchised by digital-only offers [3][4] - The CFO of Kroger noted measurable benefits from paper coupons, including increases in unit sales and positive customer feedback [4] Group 2 - In 2023, Kroger delivered over 4 billion digital coupons, which was 1 billion more than in 2022, indicating a growing reliance on couponing among consumers [5] - Sargent reported that low- and middle-income consumers are making smaller, more frequent shopping trips and are increasingly purchasing private-label products [5]