Supermarkets using "Personalized Shopping"

By: Gina Esposito Email
By: Gina Esposito Email

GRAND JUNCTION, Colo. Ever wonder why you receive grocery coupons for items you buy often. More and more supermarkets are doing it on purpose to keep you coming back.

Supermarkets are calling it "personalized shopping" where they look at your shopping history in the past three to six months and send you coupons for items you buy most. Which means every discount is customized to what you buy.

Safeway shopper Susan Brownlee uses the store's "Just 4 You" program. She said, "It will pop up and you can save 75 cents with this type of mayonnaise."

All Brownlee did was sign-up online by going to and created a "Just 4 You" account. Now she just clicks the items she wants and saves. Brownlee said, "I go through what they have on sale and what they need. I usually save $20-25 every time I use "Just 4 You"... then I can print it out with the coupons and what they have that benefits my card. I'll save quite a bit of money."

The Safeway off Horizon Drive even has a computer station where shoppers can sign-up, review their account or print coupons on site. The "Just 4 You" program can even be accessed on your cell phone or tablet by downloading the free Safeway application.

Director of Public Affairs for Safeway, Kris Staaf, said it helps customers save 10-20%. It takes about 3 months of data for Safeway to pick out your favorite buys. Staaf said, "This really is the modern age of saving and customers can expect to save big bucks by shopping with us and getting personalized offers."

"Grocery stores are incredibly competitive and so having the latest, greatest technology to get our customers to want to continue to shop with us by offering pricing specifically targeted for them is a great way to drive them into the stores," said Staaf.

City Market has a similar program where every quarter, selected card holders receive personalized coupons. You can also log-on to and create an account. Then you can add coupons directly to your card, which will automatically be deducted on your next visit.

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