Vons Cuts Back On Couponing
"The grocery business is highly competitive, and we frequently refine our promotions based on the market," Vons says. Indeed, the chain is known for its coupon flip-flops. Two years ago, it said it was taking a scissors to its double-coupon policy, but it eventually brought back the promotion because of competitive pressures.
Ralphs operates 262 supermarkets in Southern California. Including its Pavilions division, Vons has 277 stores in Southern and Central California. The ability of Southern California shoppers to double a coupon for more than $1 in savings was actually an anomaly, says Teri Gault, founder and CEO of TheGroceryGame.com, an online service that, for a fee, helps consumers optimize coupon savings.