The arrival of the smartphone at retail continues to raise a thorny question over who owns that digital experience in-store. The retailer? Third-party deal aggregators and comparison engines? When it comes to food shopping, the couponing sites and grocery stores have a distinct advantage over mom’s smartphones. Packaged goods brands? Not so much.
The good news for the grocery supply chain is that 4 out of 5 moms with smartphones use these devices either before or during the grocery shopping experience, according to the latest survey from location analytics company Placed. Using its panel of over 125,000 opted-in app users and over 5,000 questionnaire respondents, the company determined a high level of app use among moms who are food shopping.
About 47% of moms with smartphones use them to make a shopping list before going to the store and 40% are actually using them in-store. About the same numbers of moms are also using smartphones to find or access coupons in pre-shopping mode (45%) or in the store (40%). Slightly less than 40% are using phones for recipe lookups before shopping, and just under a third are referencing recipes while food shopping. And while price comparisons are a dominant mobile activity in some other product segments, for food, less than a third of moms with smartphones are using them this way.
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