Ralphs Drops Prices, Adds Rebate Rewards

Ralphs Grocery Co., a division of Kroger Co., Cincinnati, introduced “a better way to save” yesterday to customers at its 262 Southern California stores.

COMPTON, Calif. — Ralphs Grocery Co. here, a division of Kroger Co., Cincinnati, introduced “a better way to save” yesterday to customers at its 262 Southern California stores. Following up on a teaser ad last Sunday promising “new lower prices,” Ralphs said it was lowering the prices on thousands of items while also continuing to offer in-store and advertised specials. The chain also said it is introducing a Ralphs Rewards card that will enable customers to earn cash rebates four times a year, with one point for every $1 spent. It also said it is changing its double coupon policy: Rather than doubling the full face value of all coupons, it will not redeem any coupon for more than $1. The announcement of the new programs was made to Ralphs employees Tuesday during a closed-circuit presentation by David Dillon, chairman and chief executive officer of Kroger. It marked the first time Dillon had spoken live to the division here, observers told SN.

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