Kroger, one of the country's largest grocery chains, followed suit by launching digital coupons in the late-aughts. Those clickable savings are now accessible via an app and the company's website, which are linked to rewards cards. However, the process hasn't been embraced by all shoppers, particularly anyone who lacks reliable access to the internet or a smartphone, along with the capability to navigate those communication technologies.
The proposed merger between Kroger and Albertsons faced significant opposition, leading to its rejection due to concerns about reduced competition and increased consumer prices.