Dominick's launches digital coupon portal

Shoppers of Dominick's Finer Foods got a sneak peek online Wednesday of a new digital coupon savings program that the Oak Brook-based company will officially launch today.

Just For U, which appears as an icon on Dominicks.com, leads shoppers into a portal where they can download savings from numerous manufacturers and in-store deals onto their Fresh Values loyalty card.

Shoppers just provide their card at checkout to get the extra online discounts instead of using paper coupons.

"This will change the way people shop for groceries," Dominick's CEO Don Keprta said in an interview.

Various forms of digital coupons have been tested or used in some markets nationwide since 2007, including a partnership between Kroger and Procter & Gamble. Dominick's follows Meijer, which rolled out its version of digital coupons, called MPerks, during the summer. MPerks uses your text-enabled mobile phone because Meijer doesn't offer a loyalty card.

Dominick's parent company, Safeway, tested Just For U at its 19 stores in Hawaii and then decided to launch it as a regular program at its 79 stores in Chicago and the suburbs.

Keprta said Just for U will personalize and sort coupons online just for the customer, based on their shopping habits and history at the chain. The program also will provide a customized shopping list that you can e-mail and print.

Dominick's has been in stiff competition with other stores, launching its "everyday lower prices" program last year.