Washington Post: Although the recession has revived penny-pinching, Americans are still redeeming only one to three percent of paper coupons. In contrast, the nation's largest traditional grocery chain says as many as half the coupons it sends regular customers do get used. Kroger's part ownership of a data mining firm allows it to put the reams of information its shopper cards collect to use in more ways than other retailers do. And one way is to give shoppers coupons mainly for products they regularly buy.
Simon Hay, chief executive of dunnhumbyUSA, the data-mining and marketing operation Kroger co-owns with a London-based company, said targeting promotions becomes even more important in a recession.
"In a growing economy, you might get lucky because there is more money around," he said. "But if there is less money around, the question is how can you be absolutely certain that you've got the right offers in the right places?"
