The programme, devised by in-store marketing agency Catalina Marketing, enables the coupons to be issued from analysis of customers' shopping baskets. This allows suppliers and brands to target their promotions directly to consumers.
The targeted promotional coupons supercede the Somerfield Saver Card and will be offered to shoppers at the till.
Colin Smith, trading and marketing director at Somerfield, said: "We have a longstanding relationship with Catalina Marketing and this new coupon initiative is a great step forward for our partnership. This is also a great proposition for brands, providing a new channel to directly target and communicate with potential customers."
Sheridan Thompson, client services director at Catalina Marketing, added: "It is our experience that consumers react very positively towards these coupon offers, with redemption rates for certain programmes exceeding 40%. For retailers and brands, coupon programmes increase customer loyalty, resulting in repeat trips and larger basket sizes."
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