• Ad Age, Wednesday, December 23, 2009 10:36 AM

A two-year test of electronic couponing conducted by Procter & Gamble and Kroger will be discontinued at the end of the year despite its apparent success, Jack Neff reports. It appears that P&G was getting more out of the relationship than Kroger was, according to data from TNS Compete, with almost 24% of referrals to PGeSaver.com coming from Kroger.com in November.

"We'll continue to partner [with third parties on coupons] but as we move forward, we are going to have coupon offers available on Kroger.com where people who have Kroger loyalty cards can see all offers available to them," say a Kroger spokeswoman, adding that it will be more convenient for shoppers.

"We are excited about the future of eSaver and other online coupon programs," a P&G spokeswoman says, but she had no further comment in line with the company's policy to not talk about customers.

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