Grocery shoppers want mobile services and personalisation
Europeans and Americans eager for mobile interactions, finds survey
Americans and Europeans are both eager for mobile interactions as part of their overall grocery shopping experience, according to a new survey.
Shoppers want to be recognised when they walk into a store, receive individualised offers and manage retail loyalty programmes via their mobiles, the survey of over 4,000 shoppers in the US and Europe from software provider Symphony EYC found.
The poll identified the following two other key shopping trends:
• Mobile Services – The majority of shoppers want to use their mobiles to compare prices in-store, locate products and provide feedback.
• Mobile Shopping – Despite thirst for mobile services, very few shoppers are actually using their mobiles to buy groceries.
Being recognised as a regular shopper was only slightly more important for Americans (54%) than for Europeans (48.5%). In general, Americans (19%) were more interested that Europeans (16%) in having grocers understand their health/personal preferences, such as diet, allergies and lifestyle preferences. Both Americans (53%) and Europeans (48%) would like to receive offers relevant to their shopping preferences.
In-store mobile services
The ability to compare prices was the most-wanted mobile service for both American (69.5%) and European (62.1%) respondents. However, shoppers on the two continents diverge when it comes to other services. Americans rank collecting and using loyalty points (57.5%), requesting new products (56.7%), and locating specific and complementary products in store (55.6%) as their top priorities. Europeans, on the other hand, want in-store fast track payment (49.7%), getting more detailed information on products/ingredients (49.7%) and collecting and using loyalty points (47.6%).
Mobile grocery shopping
Shoppers in the US and in Europe have yet to embrace grocery shopping via their mobiles with only 5.6% of Americans and 8.7% of Europeans reporting that they have actually used their mobiles to buy groceries.
Americans were most interested in being able to influence the products stocked by retailers, with 86% of Americans vs. 79% of Europeans wanting to be able to request that a retailer carries or stocks a product they don’t currently offer; 72% of Americans vs. 65% of Europeans want to share ideas for new products or changes to products; 80% of Americans vs. 68% of Europeans want to give their opinion on what they like / dislike about products; while 42% of Americans vs. 32% of Europeans say they would join similar groups to compare their ideas.
US shoppers (46%) also are more likely than their European counterparts (41%) to consider shopping elsewhere in return for the ability to influence the products offered.
Although 69% of Americans and 59% of Europeans prefer traditional store shopping, buying online and having products delivered home was the second most-liked form of shopping in both regions with 40% of Americans and 56% of Europeans weighing in. The newer “Drive” concept, which allows shoppers to order online, then pick up at a store’s drive-through facility, was of interest to 27% of Americans vs. 20 % of Europeans.
More than 80% of American shoppers are comfortable sharing personal data with their retailers as long as it is kept safe compared to 76% of European shoppers.
“While American and European grocery shoppers differ in how they are interacting with their grocers, the majority would like to enhance their in-store shopping experience with mobile services,” said Ellen Dixon, global senior VP of marketing at Symphony. “In particular, shoppers want to be able to use their mobile devices to locate specific products within the store, to compare prices with those elsewhere and to provide feedback and suggestions on grocery assortments.”