Grocers Turning to Apps to Connect with Customers

by | 2 minute read

Super­mar­kets have long used tra­di­tion­al print cir­cu­lars to reach their shop­pers. But, these cir­cu­lars can be inef­fi­cient in terms of reach and expen­sive to pro­duce. The increas­ing num­ber of smart­phone users and their will­ing­ness to down­load apps  are 2 fac­tors that are con­tribut­ing to a change in CPGshoppersuper­mar­ket adver­tis­ing accord­ing to a release from the 2013 Shop­per Mar­ket­ing Expo.

New research indi­cates that up to 20% of shop­pers have already down­loaded a gro­cery store app. On aver­age, these shop­pers are turn­ing to these apps about twice a month. App users pos­sess attrac­tive demo­graph­ics for super­mar­kets:

  • Between the ages of 24 and 44
  • Have 1–3 chil­dren in the home
  • Have high­er than aver­age income

These shop­pers are look­ing for spe­cif­ic fea­tures in their gro­cery store apps and it’s all about sav­ing mon­ey. 80% want coupons and 57% want spe­cials. Shop­pers also note that they enjoy the fun fac­tor in the apps.

But, super­mar­kets can do more to improve the app expe­ri­ence and strength­en shop­per loy­al­ty. One big issue for shop­pers is speed. These apps are too slow for 48% of sur­vey respon­dents and too time-consuming for 29%.  24% also don’t think there is enough ben­e­fit in the apps. Stores can improve their image by offer­ing “more rewards, auto­mat­ic coupon load­ing, more per­son­al­ized offers and a price com­par­i­son tool.”

Apps will be just one tool that gro­cers use in reach­ing out to shop­pers but it may become more impor­tant as con­sumers rely on their smart­phones as tools for every­thing from prod­uct reviews, to pric­ing, to learn­ing about the health ben­e­fits of the item they are think­ing about buy­ing. Gro­cers who can get the app tool to work to shop­per sat­is­fac­tion stand a bet­ter chance of increas­ing sales.

Have you worked with any gro­cery store clients who have rolled out an app?

Kathy Crosett
Kathy is the Vice Pres­i­dent of Research for Sales­Fu­el. She holds a Mas­ters in Busi­ness Admin­is­tra­tion from the Uni­ver­si­ty of Ver­mont and over­sees a staff of researchers, writ­ers and con­tent providers for Sales­Fu­el. Pre­vi­ous­ly, she was co-owner of sev­er­al small busi­ness­es in the health care ser­vices sec­tor.
October 23, 2013 Digital+Technology Tags: , , , ,