Shoppers Love Their Phones!

A new study shows that one in three grocery shoppers use a mobile device while in a store to look up recipes, coupons, nutritional info or competitor pricing.

In case you needed more proof that shoppers are all trending towards mobile, a new study shows that one in three grocery shoppers use a mobile device while in a store to look up recipes, coupons, nutritional info or competitor pricing. This new study, the 2013 Grocery Shopping Habits study from KSC Kreate, is based on a survey of more than 570 consumers on grocery shopping behaviours and preferences. And as if being mobile WHILE shopping wasn’t enough, consumers even logged on before going to the stores! Pre-shopping trip, 36% of surveyed consumers research grocery purchases online, most often to search for coupons, competitor pricing and recipe ideas. In addition, more than half (52%) of consumers have visited a grocer’s web or mobile site, and the most popular destination is the “recipe and meals” section. Here at The Lempert Report we see this as a reminder, and an opportunity for retailers to be available to consumer across all platforms. Consumers expect retailers to have an online presence. In other findings that are useful notes to retailers: * Three out of four consumers make a list before going to the grocery store, and 61% spend five to 20 minutes researching and making their lists. * Even though most consumers make a list before going to the store, they rarely stick to it – 76% buy an average of one to five extra items that are not on their original list each shopping trip. Most often this is because a product is on sale, they forgot to put it on their list or because they decide they want the product while they are at the store. * Only 13% of respondents make purchases at the grocery store because of loyalty to a brand.