• Promo, Monday, November 23, 2009 10:44 AM

The Pathmark supermarket chain is joining its parent grocery company, The Great Atlantic & Pacific Tea Co., in adopting paperless coupons, Brian Quinton reports, by launching an "Online Advantage" enhancement to its "Advantage Club" program.

Pathmark's club card customers register online and start saving the online coupons they find at the site directly to their accounts. The savings are automatically deducted from their bills when they present their Advantage card at checkout. Shoppers can also use their mobile devices to log onto Zavers.com, the platform supplying the technology under the Pathmark Online Advantage program, and add coupons they find there under their Pathmark account.

Zavers president and CEO Thad Langford says the company is seeing online coupon redemption rates "as high as 40%" in A&P retail banner stores.

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