Online shopping
Survey: Apps widely used by grocers
Many customers also browse for groceries online. (Symbolic image) photo
© Julian Stratenschulte/dpa
In Germany, groceries are generally not bought online, but rather in the traditional local store. Nevertheless, smartphone apps are playing an increasingly important role in shopping.
Bianka Kokott, Digital Transformation Consultant at Bitkom, pointed out that not all grocery retailers’ apps include the option to order online. Nevertheless, the applications could do much more than just display brochures online. For example, customers could compare prices, save individual discount coupons or create shopping lists and offer reminders from anywhere on their smartphone. “Purely stationary food retailers also have the opportunity to expand their services around purchasing and planning through their own apps and thus increase customer loyalty,” said Kokott.
Smartphone users who use such apps often have the applications of several retailers installed: only 17 percent have a single app on their cell phone. Around a quarter (27 percent) rely on two apps. Another 29 percent have 3 or 4 apps installed on their smartphone. The remaining 27 percent even have 5 apps or more from grocers on their smartphones.