King Soopers and City Market customers in Colorado can load discount offers onto their customer-loyalty card using a “digital coupon center” announced Thursday by the grocery chains’ parent, the Kroger Co.

The discounts are available through the King Soopers or City Market websites.

The program offers discounts on Kroger store brands as well as manufacturer discounts and web-only coupons that apply to a variety of brands.

Customers will need to set up a King Soopers or City Market account on the website by entering the number on their “SooperCard” or City Market Value Card. They can then load up to 150 discount offers onto their card, and the discount will be automatically deducted at checkout without a paper coupon.

The program also applies to other Kroger grocery chains nationwide,  including Kroger, Smith’s, Dillons, Fred Meyer, Fry’s, Jay C, QFC and Ralphs stores.

“This new digital coupon center makes it even easier for our customers to save money,” Evan Anthony, Kroger VP of corporate marketing and advertising, said in a statement. “Our customers asked to make online coupons easier for them to use and we listened. The time and money they can save is just the latest way Kroger delivers more value to its customers.”

The digital discounts will be active on a customer’s card one hour after the discount is loaded onto the loyalty card, Kroger said. Coupons typically will expire after a few weeks.

Discount offers are searchable by product category on the King Soopers and City Market websites.

Cincinnati-based Kroger (NYSE: KR) is the nation’s largest grocery operator, with 2,470 supermarkets in 31 states plus 779 convenience stores and 909 gas stations.

Safeway—another large Colorado supermarket operator—also offers digital coupons at its website.

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