retail news in context, analysis with attitude

The NPD Group is out with a new study saying that "with the growing penetration of smartphones, mobile phone applications are quickly becoming the go-to source for countless daily tasks, including finding grocery deals ... research also finds that tech-savvy consumers are using the Internet and social media to hunt down recipes, shop for food, and connect with their favorite food brands."

Some of the study's findings:

• "Coupon apps are used by about 25 million Americans each month, and this happens most frequently in households with children. The foods these app couponing families consume more often skew towards kid friendly staples like eggs, cold cereal, bacon, sausages, macaroni and cheese, soup, and fruit juice."

• "More than half of U.S. consumers are aware of Groupon, the localized deal-of-the-day website, and about one in five consumers receives emails regularly from the service ... roughly the same proportion claims to read through the emails at least monthly — equating to more than 60 million U.S. consumers."

• "Food shopping online is not yet a mainstream behavior, according to NPD, but about seven percent of consumers say they go to Amazon.com at least every two or three months to look for food or beverage products that they may be interested in purchasing. While that number might sound low, it is well above other sites, such as Alice.com and Peapod.com."
KC's View:
This is only the beginning. The Holy Grail will be when someone figures out how to create an almost seamless marriage between what people want to find online and how retailers and manufacturers can target those people even more effectively. You can just tell that we're headed in that direction ... technology that can provide frictionless replenishment while at the same time catering to needs and desires that have yet to be acted upon.

Man, that'll be something.