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Amazon-Whole Foods deal could speed the decline of paper coupons | Food Dive

With its price matching and guaranteed low prices, Amazon, like Walmart, has played a major role in the decline of traditional coupons. Experts speculate the company will keep this focus with Whole Foods, and that this could speed the decline in paper coupon use as the company draws more customers and other retailers emulate its approach.

It’s hard to imagine tech-first Amazon investing in paper coupons. But the company has never run a grocery company before and may need to employ them to reach loyal customers. Whole Foods, which only recently began offering digital coupons, also offers mailers and other traditional coupons. In New York City, for instance, Whole Foods recently sent out three “$20 off $100” coupons that can be used throughout the summer. These offers are a key part of Whole Foods’ strategy to gain new customers and retain its most loyal ones.

Ultimately, Amazon’s price-lowering strategy wouldn’t happen overnight, so in the short term the company will likely keep Whole Foods’ coupon strategy intact. Once it does lower prices, it can expect more value-minded shoppers to come to Whole Foods, including those who like clipping coupons. If Amazon is going to ultimately do away with these offers, it’ll need to effectively market its digital coupons and pricing strategy to reassure these and other customers.

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Amazon-Whole Foods deal could speed the decline of paper coupons | Food Dive.