The Meijer chain of supermarkets ended its practice of doubling coupon values, instead expanding the digital coupons provided through the chain's mPerks program, an article on toledoblade.com reported.
Frank Guglielmi, a Meijer spokesman, said less than five percent of the store's customers utilized the double coupon incentive and that the mPerks program has proven more popular with shoppers.
The motivation behind the move could be cost, said David Livingston, a grocery industry analyst, in the article.
"This is probably more of a strategic move because maybe they feel they're not getting the business they want," Livingston said. "Coupon programs are expensive, and a lot of the times you get cherry-picking, that is, coupon clippers or extreme couponers who are only interested in select items."
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