Kroger is using science to analyze customer data and then adapt the tried and true tools of the grocery trade, namely the weekly circular.

Coupons, too, remain popular and effective tools for Kroger. Roughly 60 percent of households that get a mailer redeem an offer, and email open rates for offers that are personal and relevant are also very high, around 70 percent.

Kroger is transitioning its weekly circular to digital, offering both a view of the traditional print version scanned online to a more dynamic version on the mobile app that orders items by importance or interest to the individual shopper.

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