Stop & Shop threatens traditional shopping with new digital-only deal kiosks

In the United States, regional supermarket chain Stop & Shop has announced plans to install kiosks in all of its locations to assist customers in accessing digital-only coupons. The initiative aims to allow customers to scan a loyalty card or enter a phone number at these kiosks, which are called Savings Stations, thus enabling them to access any relevant digital coupons or personalized offers quickly. The rollout of these kiosks is expected to be completed by early January across all 365 stores based in the Northeastern states, including Connecticut, Massachusetts, New York, New Jersey, and Rhode Island. Digital-only deals, which can provide significant savings, typically require customers to clip coupons electronically through the supermarket's mobile app or website. However, many customers might find themselves excluded from these deals due to technological challenges or lack of device access. A 2021 study by the Pew Research Center indicated that smartphone ownership and internet access vary widely among different age groups. For instance, while 96% of adults aged 18 to 29 own a smartphone, only 61% of those aged 65 and older do, with 25% of seniors not using the internet at all. This digital divide raises concerns regarding equitable access to savings for all shoppers. In light of these disparities, a coalition of consumer advocacy groups, including Consumer Reports and the National Consumers League, had previously urged supermarket chains, including Stop & Shop, to ensure that digital deals are available in both digital and physical formats. Stop & Shop’s initiative is a direct response to these requests, marking the company as a leader in addressing the needs of all shoppers, including those who may struggle with technology. The kiosks not only help non-tech-savvy customers but also provide regular app users with a comprehensive overview of the store's offers in one place. Stop & Shop began piloting the Savings Station kiosks late last year, responding to customer feedback expressing dissatisfaction about missing out on various deals. Roger Wheeler, President of Stop & Shop, emphasized the importance of this move, noting that it will create easier access to savings for customers, especially during busy shopping periods, such as the holiday season. By installing these kiosks, Stop & Shop aims to ensure that all customers can enjoy the same level of access to savings regardless of their technological capabilities, reinforcing the notion of inclusivity in the shopping experience.