Grocers are experiencing the same surge in mobile shopping that has been affecting the entire retail industry. Yet perishables and consumer packaged goods (CPG) provide a different set of challenges and opportunities than other sectors. Supermarket trips tend to be more frequent, most customers aren’t showrooming boxes of cereal, and ecommerce has yet to take a significant bite out of brick-and-mortar sales, according to a new eMarketer report, “Supermarkets and Mobile: Satisfying Grocery Shoppers’ App-etites.”
Grocery shoppers are downloading supermarket apps with increasing regularity as a way to save both time and money and also to be inspired and informed. A survey from the National Grocers Association and SupermarketGuru showed that in 2013, more than one-third (36.9%) of US grocery shoppers had downloaded a food or beverage app, up more than 235% since 2010.