Kroger first to endorse online coupon service

DULLES, Va. Kroger has become the first retailer to endorse Shortcuts, a new free service for paperless online coupons from AOL.

The Shortcuts program allows customers to line their store loyalty cards to online coupons. Customers can visit the Shortcuts Web site and set up an account using the store loyalty card they use at any Kroger store. Customers can than search Shortcuts for coupons by brand, product or category and add them to their card. The savings are then added at checkout when the card is used.

“Everyone wants to save money at the grocery store, but the hassle of paper coupons gets in the way,” said Sharon Baker, executive director of Shortcuts. “Shortcuts offers a simple online solution that takes scissors out of the equation. Shoppers simply click to add coupons to their store loyalty cards, swipe at the register and save money. It really doesn’t get any easier.”