The adoption of multichannel e-commerce platforms, as well as advancements in technology continue to challenge brands into reconsideringhow they interact with consumers, both online and in store. Grocery is an industry that has the ability to interact with a huge portion of the population, providing a unique opportunity to create personalized experiences for a broad and diverse range of demographic profiles.
It’s no secret that consumers are rapidly growing more comfortable with incorporating mobile devices into their shopping experience, yet few grocers and food brands have capitalized on available mobile technologies to connect with their shoppers and convert them into more frequent buyers.In fact, according to a studyconducted by Food Marketing Institute, Arlington, Va., nearly one-third of shoppers search for online coupons and use their smartphones for tasks such as creating shopping lists, finding recipes and researching products while in store.