P&G Coupons Return to Kroger Web Site

Procter & Gamble’s coupons have returned to the Kroger Co.’s Web site six months after the two companies parted online ways.

P&G recently told customers by e-mail that its “eSaver” coupons are back on Kroger.com, the Associated Press reported. P&G never said publicly why it ended a two-year alliance that began as a joint test of digital coupons, but the split came after Kroger redesigned its Web site and stopped highlighting a P&G site offering samples and promotions.

The grocer was “very excited” about the return of P&G coupons, said Kroger spokeswoman Meghan Glynn.

Executives of the companies, both based in Cincinnati, apparently have since patched up their online differences. The companies didn’t divulge details, but two of three products highlighted on Kroger’s home page are P&G’s Charmin toilet paper and Tide laundry detergent, and the majority of more than 100 coupons offered are for P&G items. A Charmin digital coupon gives $3 off a 24-roll package, for example.

Couponing has made a comeback during the recession, with online versions growing particularly quickly. Shoppers load the discounts onto store loyalty cards and receive credit at checkout.

In addition to building customer loyalty and drawing consumers who are spending more time online, the e-coupons generate valuable consumer data, Kroger and P&G have said. P&G also offers digital coupons through Kroger grocery rival Safeway, Inc.’s site.