Kroger analyzes loyalty card data to customize coupons

CINCINNATI Kroger, working with the data collection and marketing company dunnhumbyUSA, which it co-owns, has started to directly target its customers with personalized coupon offers based on their shopping trends using Kroger’s loyalty card program.

While other grocery stores have long used a system that printed coupons related to customer purchases at check-out, dunnhumbyUSA analyzes shopping habits and also supports them with customer interviews in order to come up with strategies for sending out direct marketing coupons, promotions, and product placement and pricing.

“This level of personalization is a direct link to our customers no other U.S. grocery retailer can replicate,” Kroger CEO David Dillon said to investors Dec. 9.

More than 55 million people have signed up for Kroger loyalty cards in the 10 years the store chain has offered them.