Kroger Fuels Mobile Use
Kroger made mobile the focus of much of the marketing materials surrounding its annual "2X Fuel Point Weekends" campaign this summer.
In stores, floor clings, standees and frame toppers encouraged loyalty cardholders to get the coupon needed to earn the bonus points Friday through Sunday from May 4 to July 29 via the retailer's mobile application, website or weekly circular. The circular version of the coupon could be clipped but also contained a QR code that linked to a digital version. Additional support included radio spots, run-of-press ads in newspapers including The Cincinnati Enquirer, display ads on the websites of BET and The News & Observer, carousel ads on chain home pages, and Facebook and Twitter updates.
The annual campaign began in 2013 as a way to promote the retailer's digital coupon program, but Kroger added print redemption in 2016.