Great customer service and everyday savings have always been hallmarks of AFS member stores, and now both are being enhanced through new technology. Significant improvements are being tested at the register and guests will experience the benefits. With a major upgrade to the digital coupon system, rewards members no longer need to clip coupons in advance to receive savings. There are two powerful new capabilities currently being tested:
- Automatic Digital Coupon Application
When a customer enters their phone number at checkout, the system automatically searches for and applies any eligible digital coupons—even if they haven’t been clipped. It’s seamless, fast and guarantees that customers never miss out on savings. - Real-Time Messaging for Cashiers
A new messaging feature lets front-end staff see personalized notes about the customer they’re ringing up. Friendly reminders to “smile and be nice” add a lighthearted, personal touch to the checkout experience and opens the door for more tailored service.
The rewards and retail tech teams are collaborating on this massive project.
“This is a huge step forward for our perks program. It will make it easier than ever for guests to save—no app, no prep, just automatic discounts. It will be a win for everyone.” said Jessica Cronin, rewards and shopper loyalty manager.
Cameron Bradford, programming supervisor of retail technology added, “It’s exciting to see these systems come together. Our teams have built a solution that feels invisible to the shopper but delivers real value at the register.”
Many customers forget to clip coupons—or don’t have the store app at all. One team member shared how his wife often called him mid-shopping trip to clip coupons for her. Now, she simply enters their phone number, and the savings are applied automatically. No stress. No delay. Just a better experience.
Behind the scenes, BRdata and RORC handle the heavy lifting. After a phone number is entered and the cashier hits “Subtotal,” RORC sends the full list of scanned UPCs to BRdata. If matching digital coupons exist, they’re automatically applied—no action required.
On traditional and self-checkout lanes using RORC, the system displays a summary of how many coupons were found and the total savings. On NCR self-checkout units, coupons are applied without a prompt, and customers can see the discounts on their receipt.
This feature is currently being tested at Macey’s Parleys and Macey’s Lehi. Once the pilot is complete, they will continue to monitor the testing and work on a decision on rolling it out soon.