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.