Shoppers want technology to help make the most of their grocery shop

Grocery shoppers are keen to use technology to help them shop, and retailers need to “rise to this challenge”, according to research charity IGD.

New research by IGD shows that 83% of shoppers would like technology to help them with their food and grocery shopping in the future, with 55% wanting to use technology to find the best offers.

Another 22% of shoppers would like help with reducing food waste, 18% want health and diet information, 18% want in-store navigation, and 9% want technology to help them find product information.

The study highlights the opportunity for the food and grocery industry to engage further with technology.

While the number of shoppers saying they have a useful app on their phone jumped from 72% in 2014 to 81% in 2016, the number of shoppers saying they have a useful food and grocery app on their phone dropped from 40% in 2014 to 34% in 2016. Over four in 10 (43%) shoppers currently purchase food and groceries online and nearly a third (28%) are interested in using a voice-activated device at home to add items to an online basket.

Vanessa Henry, shopper insight manager at IGD, commented: “Our research highlights a big opportunity for the food and grocery industry to engage and assist shoppers using technology. However, it’s essential that shopper needs are satisfied as otherwise technology becomes short lived.

“While it’s encouraging to see that the use of technology and digital tools is becoming established ahead of a store visit, particularly when shoppers are planning their shopping or looking for inspiration, there is a real opportunity to harness new innovations and data in driving shopper loyalty for retailers. Shoppers are clearly not shy to advancements in technology in food and grocery, and with the growing demand for progression in this area we look forward to seeing how retailers will continue to rise to this challenge.

“Technologies that might be useful to shoppers in the future could be smart home devices which could help with meal inspiration and planning, and in-store opportunities might include technology that helps speed up the checkout and payment process.”

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