Smith’s, a Kroger brand, recently made a significant shift in its advertising strategy by discontinuing the distribution of weekly ad mailers. This move, driven by the increasing prevalence of digital and mobile platforms, reflects a broader industry trend toward adapting to evolving customer preferences. Let’s take a closer look at the implications of this transition for both customers and the grocery industry as a whole.
The decision to halt the mailing of weekly ads by Smith’s comes in response to changes in consumer behavior. As more shoppers rely on digital platforms for convenience and information, traditional newspaper ads have become less effective in reaching the desired audience. Smith’s/Kroger are aligning themselves with this digital transformation, which has already happened in national drug store chains such as Walgreens and CVS.
Digital and mobile platforms play a crucial role in this shift. With the widespread use of smartphones and easy access to the internet, customers now have a wealth of information at their fingertips. For many AFS members, customers can effortlessly browse through ads, explore special offers and even add items directly to their online shopping carts, eliminating the need for physical mailers.
While the absence of paper ads may initially surprise loyal customers, this transition offers numerous benefits. Digital ads provide an interactive and dynamic experience, enabling customers to click on specific deals and access additional information.
Smith’s decision to eliminate weekly mailers reflects a broader industry trend in the grocery industry, a trend that ARO and MRO stores alike are also considering or already implementing. By embracing digital platforms, supermarkets are adapting to the evolving needs and expectations of their customer base.
This shift not only saves costs associated with printing and mailing but also allows companies to gather data and insights into customer preferences, leading to more targeted marketing strategies. Moreover, the move toward digital ads demonstrates the industry’s commitment to environmental sustainability by reducing paper waste.
The discontinuation of Smith’s weekly grocery ad mailers signifies a significant transition in supermarket communication with customers. By acknowledging the shift toward digital and mobile platforms, AFS, Smith’s and other grocers are embracing change and catering to the evolving preferences of today’s shoppers.
See the Smith’s media coverage here.