Custom Incentives and Loyalty Events

Concept | Last updated: 12/17/2025 | Learn about Custom Incentives and Loyalty Events

Custom Incentives and Best Customer Communications (BCC) Loyalty Events focus on rewarding Kroger's most loyal customers with personalized offers to drive visits, units, and sales back to you.

Every customer receives a unique combination of offers, targeted at the household level to:

Acquire new shoppers and households through commodity targeting.
Grow and retain existing shoppers and households.
Reward loyal shoppers and households.

Due to the return it provides, Incentives investment continues to be an important priority for Kroger and CPGs.

Additionally, investing in Incentives allows Kroger and CPGs to reach custom audiences based on Campaign objectives.

Focusing on Incentives investments is extremely beneficial as households that engage with both Loyalty Events (like Loyal Customer Mailer Reward and retain current buyers with hyper-relevant offers served via a combination of direct mail and digital channels. (LCM)s) and Custom Incentives (like Targeted Digital Coupons) spend 78% more at Kroger each year!

To learn more about the value of these Incentives Campaigns, explore the BCC Value Story.

Best Customer Communications (BCC) Loyalty Events

Loyal Customer Mailer (LCM)

The Loyal Customer Mailer (LCM) is intended to reward and retain Kroger’s best customers with attractive offers for the items they buy most. As a true one-to-one communication with the customer, the LCM incorporates customer, brand, and category variables to define the relevancy of every offer, so that every customer receives a unique combination of personalized offers that matches their shopping behavior.

As such, the LCM can be used to:

Retain current customers and increase share by driving incremental visits.
Drive repeat purchases for products.

Offer details

There are some basic aspects that are included on every CPG offer include:

Purchase requirement — Tells what quantity (how many) of the product the customer needs to buy to use the coupon
Redemption product(s) — Tells what product(s) the customer needs to buy to use the coupon
Offer value — Tells the value of the offer
Expiration date — Tells when the offer expires; generally four (4) weeks
Bar code — Identifies the offer for backend tracking and measurement

Other aspects not evident on the LCM itself are:

Nomination limit — The maximum number of offers supported / issued in this event
Nominated Sums total nominated value from plan groups, aggregated based on the view or report in which it appears (includes all except Boost). divisions – The banners / divisions where this coupon will be distributed for this event
Targeting products (UPCs Universal Product Codes) – The products to be used for targeting this coupon; these products are typically are same as redemption products / UPCs
Product category (implied by targeting products) – Sub-Commodities touched by the targeting products which are dependent on the nomination products / UPCs

Delivery method

The LCM is delivered via direct mail or email to over 11 million households on the first Friday of each month. Each LCM includes up to 12 coupons for products the household purchases; 11 Our Brands offers and One (1) Top Slot Conditional Spend / Departmental Spend / Free Product Coupon.

You can also opt for a Boost email which has 13 to 32 offers.

Targeting and allocation

LCM targeting is fundamentally different from typical targeting as it identifies the best set of offers for each customer, within a defined customer group.

LCM circulation The number of households where the coupon is sent. depends on the total coupon inventory — the LCM must have 11 Our Brands offers (eight (8) or more must be reward offers) and one (1) Top Slot Conditional Spend / Departmental Spend / Free Product Coupon.

To learn more, see Audience optimization.

If you have any questions, contact your Incentives Account Manager or email loyalty&incentives@8451.com.

MyMagazine

MyMagazine Reward current buyers and acquire relevant category-buying households with personalized offers and equity advertising served via combination of direct mail and digital channels. (including MyMagazine Landing Page A digital magazine with tips and recipes using Kroger products; rewards customers with videos, seasonal content, and personalized savings directly on the landing page.) is intended to retain and reward current brand buyers Of the households being recommended for the campaign, the amount of money households are spending on the promoted brand, compared to an average brand household buyer as well as acquire new brand buyers.

Those current and new buyers can be reached via physical and digital versions of MyMagazine, the personalized full-format magazine with full-page ads to communicate meal solutions, tips, recipes, videos, and key product information.

Specifically, MyMagazine with relevant content based on purchase history and strategic targets can be used to:

Expand loyal customer engagement.
Acquire new or lapsed customers.