MyWebGrocer Reports Grocery Shoppers are Going Digital

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Stores are offering circulars, planning tools on mobile and web in response to consumer demand

"With the recent changes to the economy, we’ve seen that consumers are planning more than ever, using weekly specials to save money." - Rich Tarrant, CEO of MyWebGrocer

Consumers are going online now more than ever before for shopping and purchasing needs, and groceries are no exception, according to MyWebGrocer, leading provider of digital grocery solutions. Grocery retailers like Kroger and ShopRite are meeting shoppers’ needs and offering a digital array of planning and purchasing tools, especially online circulars.

Consumers now want grocery shopping to be interactive, and are accessing digital circulars and planning tools via the web, mobile phones and tablets to view weekly specials, make lists, add recipe ingredients, click on ads and add sponsored items to their list before they head to their local store to buy. More then 1/5 of consumers research food and beverages before they enter the store, and 62% of shoppers say they search for deals online for at least half of their shopping trips, according to a survey by consulting firm Booz & Co. and trade group Grocery Manufacturers Association reported in the Wall Street Journal this month. Shortly after the economy began it’s downfall, Nielsen conducted a December 2009 survey and found that planning is becoming key for many U.S. households: 47% use store circulars, 50% compare prices, and a whopping 58% use shopping lists.

MyWebGrocer has been observing this trend with its own 110 retail customers. The company currently supplies digital circulars for 28% of the top 50 US grocery retailers, according to Nielsen. Rich Tarrant, CEO of MyWebGrocer, explains the increasing use of these services: “With the recent changes to the economy, we’ve seen that consumers are planning more than ever, using weekly specials to save money. This change in behavior is driving the move to digital tools for our retailers. Having circulars available online is the best way to offer consumers both value and convenience.”

Because of this cultural mind shift, both grocery retailers and consumer packaged goods (CPG) brands can benefit. Tarrant says, “Our circular footprint connects shoppers to retailers and to brands. We are driving in-store sales and facilitating loyalty for our retail partners, such as Kroger, Winn Dixie and ShopRite, and lifting sales for our advertising CPG partners, like Kellogg, P&G, Nestle and Kraft.” To learn more about MyWebGrocer and see a full list of their current partners, go to

About MyWebGrocer:
MyWebGrocer drives digital connections between consumers, grocery retailers, and Consumer Packaged Goods brands. MWG creates and manages digital solutions for clients including websites, digital media, online circulars, email marketing initiatives, mobile applications, social media strategies, and customer acquisition programs. MyWebGrocer works with more than 110 retailers nationally, representing more than 10,000 stores, and 90 major consumer packaged goods brands.


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Alicia De Martini
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