Customers are Ditching Kroger Due to a New Change

Kroger recently made a sweeping change to its grocery aisles that has sparked debate among shoppers. While this change was implemented as an “improvement”, many consumers are unhappy and frustrated. Some even suggest it alienates certain groups of shoppers. 

Going Digital

Kroger is going digital, and this implementation can be seen in the price markets in the grocery store aisles, as well as in coupons. The grocery store recently deployed digital price markers, which allow for prices to be easily modified using a computer instead of being physically printed and changed by hand.

Why the Pushback

While this new digital method may be more efficient for the store, some consumers are concerned about potential price manipulations. For instance, the store could easily price-hike certain items during peak shopping hours by changing the price tags digitally, leaving consumers to pay the price.

Digital Coupons

Additionally, they are turning to digital couponing as well by providing certain discounts exclusively through their digital platform. This means that some deals will require scanning through the Kroger app, instead of using physical coupons, which is not something that is easy for all consumers to do. 

Difficulty for Older Shoppers

Much of the concern around these digital coupons is that the app is not accessible for all customers, especially for older adults or lower-income customers. These groups have largely depended on physical coupons or printed deals as a staple of grocery savings.

Digital Dependence

By emphasizing digital couponing, Kroger is forcing more shoppers into the world of apps and online accounts. But not everyone has easy access to reliable internet, a smartphone, or the know-how to use these tools. This shift has left some customers feeling excluded or disadvantaged.

Those Left Out

The changes will hit seniors and those with limited access to tech hardest. Some report that they can’t access deals they used regularly, and they count on these deals when budgeting groceries. 

Customer Sentiment

Online reviews, community boards, and social media are full of critiques form shoppers. Common complaints include “My savings dropped,” “I can’t redeem what I used to,” and “I feel ignored.” Some loyal customers say they’re shopping elsewhere, especially if competing grocers still accept paper or coupon booklets. The sentiment suggests a real threat to Kroger’s reputation among its base shoppers.

Store Adjustments

In response to backlash, Kroger has begun distributing printed flyers with barcodes linked to digital deals at select store entrances and service desks. These printed weekly deal sheets give those without smartphones a chance to scan all active offers in one go. Yet critics say this relief is too little, too late, and it’s not available everywhere.

Store Closures Worries

Adding fuel to the fire, Kroger also announced plans to close roughly 60 underperforming stores over the next 18 months. For customers already upset about coupon policies, the news of closures adds to the fear of having reduced access. In areas with fewer grocery options, losing even one store can force longer commutes or higher costs.