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Retail and Hospitality

Shoppers want mobile ease

Shoppers in the United States want to use their mobile phones to make shopping easier, more personalised, and to have more control over inventory, but that purchasing groceries with a mobile is still in its infancy, a new survey has found.

Conducted by Vision Critical on behalf of Symphony EYC, the survey included one thousand U.S. shoppers during a two-week period over the holiday shopping season. Questions centered on online shopping habits and the benefits and motivations for incorporating mobile technology into their grocery shopping experience.

Key findings of the survey include:

hoppers want easier, more personalised, and more control over their choices and will make decisions on where they shop based on the level of these services

Allan Davies, CMO Symphony EYC
 
Online Convenience - Overall, 54 per cent of respondents said that no lines and no waiting were the greatest benefits to shopping online for groceries.

Mobile Grocery Drivers -- Of those who did use their mobile phones to buy groceries online, 60 per cent said that receiving personalised promotions on their favourite products would make shopping for groceries online easier, while almost 73 per cent said they wanted price comparison services available on their mobile phones. But an overwhelming 88.5 per cent of respondents said that they had not yet used their mobile phone to actually buy groceries during the past 12 months.

Influencing Store Inventory - When asked how they would like to influence the products that are stocked within their preferred grocery retailer, 85.9 per cent would like to be able to request that a retailer carry or stock a product that they do not currently offer while 79.8 per cent would like to be able to give their opinion on what they like/dislike about products. In fact, almost half said they would consider switching to a new grocery retailer if they could influence the products stocked.

Grocery Delivery Options - As for grocery pick-up and delivery options, 68.7 per cent said they preferred traditional store shopping for groceries with 40.2 per cent wanting to order online with home delivery. When asked if they would also like to be able to order their groceries and select the relevant pick-up or delivery service through a mobile app, almost half said No.

Privacy/Data Profiling - When asked how they felt about their grocery retailer knowing their shopping habits and using that information to provide products and services to fit their lifestyle, 62.2 per cent responded that it was OK as long as their data was safe. Younger shoppers were more likely to want benefits from stores keeping their details while older shoppers were more distrustful.

Social Media - A little over a third of respondents said that their friends’ Facebook likes and comments did not affect their shopping purchases at all, while almost a quarter said that they do not use Facebook. Also, it appears that the influence of Facebook diminishes with age.

Allan Davies of CMO Symphony EYC said of the survey “has determined that in the United States there is an increasing demand to use online and mobile technologies to improve the grocery shopping experience. Shoppers want easier, more personalised, and more control over their choices and will make decisions on where they shop based on the level of these services.”

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