KROGER GUARDS SHARE WITH DIRECT MAIL

ATLANTA -- Kroger Co.'s Atlanta division here is using a direct mail coupon book as a key weapon in its battle to retain grocery aisle share against market newcomer Publix Super Markets.The 32-page "Power Pages" coupon book contains a 50-50 mix of advertisements and coupons from grocery manufacturers, as well as noncompeting retailers and service providers, such as car dealers, auto repair shops and

ATLANTA -- Kroger Co.'s Atlanta division here is using a direct mail coupon book as a key weapon in its battle to retain grocery aisle share against market newcomer Publix Super Markets.

The 32-page "Power Pages" coupon book contains a 50-50 mix of advertisements and coupons from grocery manufacturers, as well as noncompeting retailers and service providers, such as car dealers, auto repair shops and yard maintenance firms.

The division ran three Power Pages books last year, s

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TAGS: Kroger