grocery shoppers than ever before are using mobile
devices to supplement — or in some cases take over —
their shopping, with one Deloitte study finding more
than half of all grocery sales today are digitally
grocers of all sizes are investing large amounts of time
and money in their digital products to attract or retain
customers who are increasingly willing to shop at
multiple stores to suit their budgets.
18 million Americans have grocery apps on their
smartphones, a figure that is expected to nearly double
over the next five years, according to research from
eMarketer. And about 18 percent of those consumers use
apps to buy groceries at least once a month, a trend
that is also expected to accelerate.
essence, grocers need to capture customers before they
even walk out of their front door to get to the store.
shopper is ordering from their regular grocery store,
familiarity helps with trust that the products will be
the quality they expect,” eMarketer senior analyst
Patricia Orsini said in a study she spearheaded focused
on grocery-app usage. “A bad experience, however,
could turn consumers off for good, so retailers need to
ensure they provide a good experience from Day One.”
surprisingly, younger generations that are more likely
to use online tools to make the most of their shopping
trips are driving the trend.
just aren’t the planners they used to be,” said Josh
Hogan, managing director of digital for World Wide
Technology, which has helped develop apps for retailers
including Papa John’s and Panera.
conventional days of putting lists together and doing
the weekly shopping are changing,” Hogan said.
“People are really going to the store two to three
times a week now to figure out what is for dinner that
night. So phase one is how can we reward them for coming
to our store. And phase two really gets into how can we
make a more fresh and frictionless experience.”