Food Retailers Slow to Embrace Digital

The industry continues to use old ways of thinking when approaching digital media platforms such as websites and mobile devices.

May 31, 2013

NEW YORK – The retail food industry has been lagging behind the digital revolution, new studies have found. With more consumers using mobile devices to assist in grocery shopping, supermarkets and food manufacturers should seek to engage more via digital means, Progressive Grocer reports.

Many U.S. supermarkets have yet to fully utilize the Internet, opting instead of “brochure-ware” style websites that dispense branding and general info popular a decade ago. Today’s consumer seeks product data through multiple channels and devices. A recent study by InMobi found that Americans average 144 minutes daily on mobile devices.

A report issued last year from Booz & Co. found that 52% of U.S. customers already utilize technology in conjunction with grocery shopping, and 31% use mobile devices in the store. What food retailers need to do is create a digital approach that goes farther than product catalogues.

On way to do that is to figure out how to use QR codes that shoppers scan with their smartphones. Both manufacturers and stores can use QR codes to reach shoppers, especially with 94% of customers knowing what QR codes do and 44% scanning such codes while shopping. Stores and food manufacturers can interconnect via the QR codes for an enhanced shopping experience.

Mobile device usage lets the store and manufacturer increase loyalty, frequent trips and sales, while deepening the relationship between the shopper and the product or store. For example, Whole Foods has a Whole Store blog with nutritional advice, healthy eating resources and ordering online. Quaker Oats gives customers product info, health tips and nutrition info for families.

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