Last week, the Annual Grocery Shopping Habits Study, revealed that consumers are more ready than ever to embrace mobile grocery shopping. The study also indicated how frequently consumers visit grocery stores, with more than 85% visiting once per week and 42% visiting more than twice per week; leaving Grocery stores probably one of the most frequently visited proximity retail locations that I can think of.
But, while consumers are going grocery shopping often, at the same time only 13% actually feel loyal to a specific grocery brand. Considering the frequency of store visits, the readiness for adopting new mobile services and the lack of brand loyalty, I can’t think of a more relevant scenario for mobile shopping intervention.
With a mobile wallet grocery retailers could actually build more loyal customers by bringing together services like ordering, payments, loyalty and couponing, to make their store the preferred shopping location, all the time.
What’s more is that, the increasing competition from the likes of mobile commerce giants like Amazon, with its new mobile grocery ordering service, could eventually become a big threat to grocery retailers. Those who do not converge could risk being left behind and losing market share.
How Mobile Shopping fits into the Customer Journey
In the typical “grocery shop”, there are essential items that we need, items we prefer to choose ourselves (like fruits and vegetables) and then there are also times we just need a couple things and want to be in and out as fast as humanly possible.
Catering to these complex customer journey’s, the Mobile Wallet we developed, enables shoppers to pre order and pay for essential items, but also add additional products to the basket in-store. When the customer arrives at the store, orders can be picked up at a designated check out. Because nobody likes waiting in long lines, users of the service get to skip the line, no matter if they add additional items or head right to the check-out to pick up their order. This whole process cuts down ordering and waiting time by about 60-70% and also increases the average ordering amount by almost double.
But, this only scratches the surface of how mobile can improve grocery shopping. Take for example couponing. With 76% of grocery shoppers adding additional items to their intended grocery shopping list, couponing could be better used to influence real time purchasing decisions. A customer is walking down the cereal aisle, and receives a discount on a cereal brand, they weren’t going to buy cereal during this visit but eventually will, so that discount in-store at the right time can really inspire purchasing. What’s more is that customers really want to receive those coupons.
A number of forward-looking further education colleges and universities have started to implement NFC to enhance the learner experience, both within their curricula and around their buildings.
Today’s grocery retailers need to know, that by delivering mobile services, there is little to no risk in losing customers; things can only get better. Nowadays, with 52% of consumers already visiting a grocery retailer’s site or mobile app, they are already used to mobile shopping all the time. Enabling the option to order and pay while browsing that content is only going to make things easier. Customers can still shop in the traditional way and those who prefer to shop by mobile phone will now have access to mobile services with more benefits and increased savings.