Mobile Grocery Shopping: European Vs. American Preferences

Supermarkets understand that doing the weekly grocery shop isn’t at the top of everyone’s list. In an effort to enhance the experience and reward consumers with benefits, they’ve integrated mobile shopping into the grocery routine. A Symphony EYC report highlights the differences between American and European grocery shoppers, and how they use their mobile phones in the store. What do both consumers say is the most valuable mobile tool while grocery shopping, and how can they influence the product selection?

In-Store Shopping: The Mobile Effect

Both Europeans and Americans agreed that the feature allowing them to compare product prices was the most coveted function when shopping in-store via mobile.

The report indicated that the European consumers differed slightly from the American consumers when ranking the value of other services. Europeans reported to value time, with 49.7 of consumers reporting that they use the mobile technology because they want in-store fast track payments. About 49 percent use the devices to retrieve more information about products and ingredients, and 47.6 percent will use it to collect loyalty points. Americans seemed to lean towards rewards benefits as 57 percent viewed collecting loyalty points as a top priority. About 56.7 percent reported to enjoy new product requests and 55.6 percent who use mobiles for the product locator function.

Grocery stores have tried to boost mobile sales by offering exclusive vouchers, promotions and loyalty card schemes, but the mobile phone shopping in Europe remains low with only about 9 percent reporting to have used the services.

An Impact On Product Selection

European and American consumers like to have influence on the products being sold at their local shops. The report indicates a strong desire to leave feedback on stock and products that the retailer does not carry, with 86 percent of US shoppers and 79 percent of European shoppers indicating they thought this was a valuable service. Both consumers are so adamant about their product selection that 46 percent of Americans and 41 percent of Europeans admitted they would consider switching grocery stores if they were afforded influence elsewhere.

Personalization Leads To Loyalty

Both groups of consumers reported that it was important for their grocery stores to recognize them as regular shoppers when they enter the store, with 54 percent of Americans and 48.5 of Europeans backing this acknowledgment. Part of personalizing their shopping experience also included loyalty programs such as club cards and offering vouchers and discounts.

To see the full report Symphony EYC report, click here. To see an infographic on more mobile shopping stats, read below.