However, in the last 20 years, Walmart has used its everyday low price model to climb to the top of the nation's retail ladder.
Kroger's new strategy is designed to help it compete better against the Bentonville, Ark.-based retail giant.
Not everyone is sold on the concept.
Jan Vineyard, president of the West Virginia Oil Marketers and Grocers Association, which represents independent grocers, said customers are still drawn to sales and double coupons.
"Customers want a good deal, and they want to think they're getting the best deal they can get," Vineyard said.
She said independent grocers still work with their suppliers to get good deals and promotions. She hopes the change at Kroger will spur shoppers to check out deals at locally owned stores.
"The smart, savvy shopper would probably like what we have to offer, compared to this everyday low price strategy," Vineyard said.
York said Kroger still would have sales, such as its popular 10 for $10 promotion, throughout the year. The company also will expand the number of digital coupons offered on Kroger.com.
The company is also keeping its Kroger Fuel Center savings program and its $4 and $10 prescription program.
York said those programs combined with lower prices should prove successful.
"We feel like we're positioning ourselves to really step up and continue to grow our business," he said.
Contact writer Jared Hunt at busin...@dailymail.com or 304-348-4836.
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