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Grocery shoppers keen to embrace new technology

Monday December 1, 2014 at 4:03pm
More than four in 10 (43% of) shoppers see themselves using wearable technology such as smart glasses and smart watches to shop for food and groceries in the future, according to the latest research from the IGD. The IGD’s ShopperVista research adds that 45% of shoppers believe wearable devices could make life more convenient. On the food and grocery front, six in 10 (62% of) shoppers say they would be interested in getting special offers in-store sent to their wearable device, with 61% interested in using it to redeem or collect loyalty points. As well as wearable gadgets, shoppers would also be keen to use their smartphones when grocery shopping, with a particular emphasis on using the technology to stick to a budget and search out the best deals: 41% would like to scan their shopping with their phones while going around a store, to keep a running total and speed up the checkout process; 39% say they would be interested in being alerted to special offers when they’re in different parts of a store on their phone; 36% say they already or would like to use their phone when they’re in store to see if somewhere else can offer a better price. Joanne Denney-Finch, IGD chief executive (pictured), says: “Savvy shopping tactics are now the norm, which has enormous implications for any upcoming digital technology that can tap into this trend. We are operating in an increasingly multichannel environment, with half of shoppers now believing it’s more convenient to shop around and use different formats for their grocery shopping – including digital and online.” However, the research also reveals an apparent gap between what shoppers say they want to use smartphones and mobile technology for compared with what they actually do. The IGD research showed that 58% of shoppers would still rather have a paper coupon or voucher to keep in their wallet or purse, versus 32% who would prefer a virtual coupon on their smartphone. Denney-Finch observes: “There will come a tipping point when the food and grocery industry will have an enormous opportunity to take the lead in this field, by ensuring we are creating innovative, practical uses for mobile and wearable technology that will help to make life as easy as possible for shoppers.”
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