Grocery Marketers Find a Receptive Audience Among Smartphone Users

When it comes to cell phones, I'm admittedly a bit behind the times. My phone was free with my wireless plan. It has oversized keys and a 911 button for emergencies. I can't update my Facebook page or check my e-mail or take a picture. I can text, but it takes longer to peck out a message on my numeric keypad than it would to just pick up the phone and call someone.
 
But just because I own such an outdated device doesn't mean I'm immune to the allure of the smartphone. As prices drop, it becomes more likely that I—and others like me—will eventually upgrade. Right now Nielsen research shows that 25 percent of mobile phones in the market are smartphones. And the company expects that number to soar, with smartphones overtaking feature phones by the end of 2011.
 
So, what does all this have to do with grocery store marketing? It means more and more people are walking into their favorite supermarkets with access to stores of information in the palms of their hands. And they want more. It's a huge opportunity for marketers to provide useful content that will enhance shoppers' experiences ... and keep them coming back.

Feeding the Need to Know

Consider the evidence: Latitude Research recently asked 93 people to tell them about a time when they wanted more information while in the grocery store. The study, "The Interactive Future of Food," revealed that 56 percent of participants wanted more product information, such as food origins, safety, farming practices and health topics. Thirty-one percent were looking for more logistical information, like store navigation, pricing and inventory.
 
According to the study, smartphones were the top answer to the question of how participants thought this information could best be delivered. Three in 10 suggested a mobile phone solution—six times the number of participants who actually used a smartphone. Forty-three percent specified a mobile app, and 16 percent suggested using QR (or Quick Response) codes, which are similar to the barcodes that cashiers scan to ring up your purchases. After downloading a scanning app, smartphone users can snap a picture of a QR code to instantly access information about the product the code is attached to.

Grocery Goes High Tech

A handful of stores are already putting smartphone technology to work in their marketing plans. In August, Meijer (based in Grand Rapids, Mich.) announced that it was testing a new mobile app called Meijer Find-It. This free app features a store map that helps shoppers locate specific products or services, a link to find what's on sale and even a tool to help them remember where they parked their car. Right now the app only works with five stores in Michigan, but it's averaging four-star ratings among both Apple and Android users.
 
Seattle-based PCC Natural Markets announced this summer that it would begin using QR codes in the produce section. Shoppers can snap a picture of the little black-and-white squares on melon and avocado displays and their phone's browser will automatically pull up a how-to video featuring tips on selecting, cutting and serving the fruit.
 
Pretty nifty. And the content possibilities go beyond video. QR codes can link to text or Web pages, too. With all this emerging digital shopper marketing, sounds like I might need to go phone shopping soon.
 
What about you? What kinds of content would like you like to get on your smartphone?

Posted By: Julie Burnham