US: Kroger trials in-store offers – How many of its shoppers buy groceries offline?
February 1st, 2023, Lesley Simeon

US: Kroger trials in-store offers – How many of its shoppers buy groceries offline?

US retailer Kroger is bringing its digital-only offers into its brick-and-mortar stores. In collaboration with its retail media arm, 84.51° - it is running a test to deliver printed coupons offering personalized offers to in-store shoppers. The trial will see in-lane printers placed in the grocer’s outlets to dispense hard copies of the coupons to engage the company’s “most traditional customers.”

With the retailer now focusing on leveraging digital technologies to “influence the sales” of in-store shoppers, which channel do Kroger’s customers prefer shopping from?

According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioral consumer metrics - nearly half (48%) of Kroger’s current customers tend to make all of their food/grocery purchases offline. The general US population is almost just as likely (44%) to make all their food/grocery purchases offline as well.

Just 10% of Kroger’s customers shop for the food/grocery needs mostly or all online.

Data from Profiles shows that Baby Boomers account for 40% of Kroger’s current customers who buy all or most of their food and groceries offline. While Gen X ranks second (31%), Millennials rank third making up 21% of Kroger’s consumers who purchase most or all of their food and groceries in brick-and-mortar stores.

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Methodology:YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.  

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