Kroger Co., looking to boost traffic and use of its loyalty program, is making it easier to download digital coupons and load them onto its loyalty cards.

The grocery chain is offering more than 100 coupons on its website and allowing users to digitally "clip" them and load them onto their Kroger Plus loyalty cards - the first time Kroger has put together a digital clearinghouse in this way. At checkout, shoppers scan their Plus Card and the discounts are automatically deducted from their bill, the company explains.

The Digital Coupon Center includes coupons for Kroger private label brands as well as for popular brands.

Powered by YOU Technology

YOU Technology, a provider of digital marketing services, provides the digital coupon experience for Kroger. It is also helping Kroger offer a number of online shopper marketing promotions, such as Kroger's Summer of Savings instant-win sweepstakes and special summer-themed coupons.

"Consumer shopping behavior is increasingly being driven by digital capabilities, including coupons, mobile devices and interactive promotions," says YOU Technology CEO Ken Fenyo. "Over the past several years, we've been working with Kroger to expand the use of new digital marketing initiatives to continue delivering value and convenience for their customers."

Personalization Improves the Retail Experience

Personalized retail experiences are a hot topic today, which is one reason Kroger's program makes good sense, says Rita Wheat, director of digital strategy and research at G2 USA. The program also helps Kroger drive store loyalty and stand out from its competitors, she says (via Brandweek).

Digital Coupons Proliferate

Digital couponing soared 84% in the first half of 2010, while the number of manufacturers distributing digital coupons is up 31.5%, according to Kantar Media.

Coupons.com recently pointed out that savings generated from digital coupons doubled between June 30, 2009 and June 30, 2010.