Procter & Gamble program shows grocers the digital future

03/20/2013 | Advertising Age (tiered subscription model)

Procter & Gamble's PGEsaver.com grocery store loyalty program was an overdue foray into digital in a category where the U.S. lags European grocers, writes Dynamite Data's Kristopher Kubicki. P&G's program allows shoppers to register a grocery store loyalty card for discounts at the register, obviating coupon clipping. "We've found that U.S. grocers on average doubled the amount of e-coupon offers every six months since the PGEsaver launch, with more than 500 unique manufacturer offers running every week," writes Kubicki.

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