Food on the Table Releases White Paper, Predicts Future of Mobile Shopper Marketing

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Consumer app Food on the Table today released an official copy of its white paper, “Mobile in the Grocery Path to Purchase,” discussing the readiness of both consumers and the grocery industry for adopting mobile as a core shopper marketing platform.

...a mobile revolution is now disrupting the $500 billion grocery industry

Consumer app Food on the Table today released an official copy of its white paper, “Mobile in the Grocery Path to Purchase,” discussing the readiness of both consumers and the grocery industry for adopting mobile as a core shopper marketing platform. Within the paper, Manuel Rosso, founder and CEO of Food on the Table, details why now is the time for grocery marketers to focus on mobile, what we can learn from shoppers during their grocery visits and the implication for shopper marketing dollars.

The white paper, which can be found on Food on the Table’s corporate website (corporate.foodonthetable.com), provides unique insight into the journey of mobile’s impact on grocery shopping. The research specifically points to the penetration of smart phones among moms, and finds that a mobile revolution is now disrupting the $500 billion grocery industry. Also highlighted are many examples of innovation and convergence involving grocers, food brands and digital leaders, including Safeway, Kraft, Coupons.com, Allrecipes.com and Google.

As a mobile consumer app that powers the shopping and meal planning experiences of nearly 2 million families, Food on the Table has studied consumers and their shopping habits for the past three years. Rosso reveals key indications in their data, like a 40 percent increase in users’ active use of digital circular data, and a 70 percent increase in the use of the app’s grocery list in-store, that point to dramatic changes in shopper behavior and the impending death of paper circulars.

“Our goal in writing this paper was to combine our data and insight together with the significant research on the subject in a meaningful way,” said Rosso. “Marketers have yet to adapt to the growing amount of time consumers spend with mobile screens. The insights in this paper can help them update their playbooks.”

The paper concludes with predictions on the future of mobile in grocery, and recommendations for brand marketers.

To download a copy of the white paper, visit: corporate.foodonthetable.com.

About Food on the Table:
Food on the Table is revolutionizing the way people plan, shop and cook by using next generation technology to take the stress out of everyday dinnertime. The mobile and web based service combines over 1 million recipes, sale items at nearly 20,000 of the largest grocery stores in the U.S., and a store-aware grocery list to streamline the meal planning and shopping process for busy families.

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Amanda Yates
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