Kroger Welcomes Lower Prices
Kroger has made a multimillion-dollar investment in dropping the prices of more than 3,000 SKUs as part of its Restock Kroger initiative – and it's making sure shoppers know.
The changes have been gradually rolling out to the country's largest grocery operator's numerous banners and divisions since February, starting in the Cincinnati/Dayton market. In stores, an extensive yellow signage package using the message "Say Hello to Lower Prices" includes standees, ceiling signs, header cards, shelf talkers, price labels, floor clings and security wraps. In some markets, Kroger temporarily changed its plastic grocery bags yellow to match. The effort is slightly different at Harris Teeter, where the changes have been marked by blue and yellow "Priced Low" signs and price labels.
The discounts, which are available without use of a loyalty card, apply to fresh products and private label staples. TV spots, outdoor billboards, run-of-press ads in newspapers such as The Tennessean, circular features and carousel ads on chain home pages promote the effort.