Impact of mobile on grocery shopping

Food on the Table, a consumer app, has released its research on the readiness of consumers and the grocery industry for adopting mobile as a core shopper marketing tool. “Mobile in the Grocery Path to Purchase” offers information on mobile’s impact on grocery shopping. Manuel Rosso, founder and CEO of Food on the Table, specifies the reasons why this is the time for grocery marketers to focus on mobile; recommends what can be learned from shoppers during their grocery visits, and details the implication for shopper marketing dollars.

As a mobile consumer app that powers the shopping and meal planning experiences of nearly two million families, Food on the Table has studied consumers and their shopping habits for the past three years. Mr Rosso reveals key indications in their data, like a 40% increase in users’ active use of digital circular data, and a 70% jump in the use of the app’s grocery list in-store, that point to dramatic changes in shopper behaviour and the likely death of paper circulars.

“Our goal in writing this paper was to combine our data and insight together with the significant research on the subject in a meaningful way,” said Mr Rosso. “Marketers have yet to adapt to the growing amount of time consumers spend with mobile screens. The insights in this paper can help them update their playbooks.”

The paper concludes with predictions on the future of mobile in grocery, and recommendations for brand marketers.

Download white paper on Food on the Table