Kroger Takes Online Coupons to Next Level

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The ritual of clipping coupons from a Sunday newspaper isn’t completely passé, but it’s quickly being replaced by online searches for digital versions that can easily be loaded onto store rewards cards. Kroger Co. is taking advantage of the trend and trying to make it simpler for consumers to find deals. At the same time, the supermarket chain is looking to boost traffic and loyalty.

Kroger, which has been offering some digital coupons for about three years, has rolled out a new service for consumers that puts more than 100 coupons on its Web site for private label and name-brand items.

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