A digital first for Lowes Foods

Lowes Foods is the first supermarket retailer to launch an integrated digital coupon solution.



Lowes is using a solution developed by Unata, a provider of one-to-one digital solutions for grocers, and Inmar, a technology and analytics company, which integrates digital coupons directly into the grocer’s e-commerce and e-circular programs.



“We are very excited to offer our guests this new digital coupon capability,” said Michael Moore, chief marketing officer, Lowes Foods, which operates 97 supermarkets in North Carolina, South Carolina and Virginia. “It will simplify our guest’s experience and will empower them to maximize savings on their grocery basket. At Lowes Foods, this is just another step in our rebranding journey and is part of our continuing effort to innovate for our guests.”



Inmar’s shopper behavior research found that nearly 40% of consumers regularly use digital coupons, but that the offers traditionally are located within their own separate section of a grocer’s website, not allowing shoppers to view or clip coupons while list planning or online shopping. This has left shoppers unable to know which products have associated coupons or how the savings from their clipped coupons will reduce their cart total, making it more difficult for shoppers to save, according to the company.



The new solution looks to address the issues outlined above by offering several features, including providing a dedicated coupon section within the e-commerce portal, view within the e-commerce experience, with the ability to filter them by department. Shoppers can also now view all available coupons for each product on the product page, with the ability to clip a coupon directly from the page.