Procter & Gamble, Kroger reunite online; P&G digital coupons return to grocer’s site

Procter & Gamble coupons back on Kroger site

CINCINNATI — The world’s largest consumer products maker and the nation’s biggest grocery store chain have reunited online, with Procter & Gamble’s coupons returning to Kroger Co.’s Web site six months after their digital breakup.

P&G recently told customers by e-mail that “eSaver” coupons are back on Kroger.com.

P&G never stated publicly why it halted a two-year online alliance that began as a joint test of digital coupons. But the split came after Kroger redesigned its site and stopped highlighting a P&G site offering samples and promotions.

Executives of the companies, whose Cincinnati headquarters are a few blocks apart, have since patched up their online differences.

Details weren’t disclosed, but two of three products highlighted on Kroger’s home page are P&G’s Charmin toilet paper and Tide detergent, and the majority of more than 100 coupons offered are for P&G items.

P&G also offers digital coupons through Kroger grocery rival Safeway Inc.’s site and has since late 2008.

Kroger spokeswoman Meghan Glynn said the company was “very excited” about the return of P&G coupons.

And so is Barbara Stokes of Greenville, N.C., who scours coupon offerings and other retail promotions to share on her ClipperGirl blog.

“I think it’s going to be a really big deal,” she said. “From what I can tell, those coupons are going to offer a lot more savings.”

A Charmin digital coupon gives $3 off a 24-roll package, for example.

Couponing has made a comeback during the recession, with online versions growing particularly quickly.

Shoppers load the discounts onto store loyalty cards and receive credit at checkout.

Grocers see electronic coupons as a way to build customer loyalty and draw consumers who are spending more time online. P&G and Kroger also have said they bring in rich consumer data.