CINCINNATI – No cutting is required for some grocery discounts, as grocery store chains try out digital coupons, the Associated Press reports. Shoppers simply download the online discounts to their store loyalty cards to receive the credit at checkout.

Supermarkets hope that the innovation will build customer loyalty and draw the attention of consumers who spend time online to their Web sites and stores. Digital coupons also could attract shoppers who usually don’t want to clip paper coupons, while the grocery stores would save money by lowering handling, tallying and shipping coupons.

Kroger Co. and Procter & Gamble Co. have partnered in running a digital coupon trial that started in December. Other grocery store chains across the United States have been exploring ways to utilize digital discounts, as well as paper coupons in mailings and newspapers.

Despite the growing number of items ordered online, grocery coupons largely have been contained on paper. The digital coupons, posted on the grocers’ Web sites, cannot be doubled, and expiration dates still apply.

Grocery coupons have been around since the late 19th century, and industry experts say the majority of American households currently use them regularly. Nationwide, yearly savings with coupons is estimated to reach approximately $3 billion.

Ken Fenyo, Kroger’s vice president for corporate loyalty, said the digital coupons are meant to complement traditional paper discounts. The pilot program will be expanded as part of its recently redesigned Web site. “We really are just trying to provide more options, not take things away. … We know many of our customers are online heavily anyway. I believe over time, more and more customers will want to use the online option.”