Progressive Grocer - January/February 2010 - (Page 64)

Technology Going Mobile Grocers are taking mobile technology to a new level of sophistication. By Joseph Tarnowski “As smart phones continued to evolve and enables a consumer to browse hundreds of grow in popularity in 2009, the focus with retail- items to see what’s on sale in real time at her ers so far has largely been on digital coupons, regular ShopRite store. Once a shopper chooses with some success,” says Jeff Weidauer, VP of an item, it’s added to her shopping list, which is marketing at Vestcom International, a Little organized by category with pictures, descripRock, Ark.-based provider of tions and real-time prices. specialized marketing soluThe app syncs and downtions for retailers. “Coupons loads store specials directly are also the most basic of to an iPhone or iPod Touch, triggers for shopper engageand can even sync with cusment, with little long-term tomers’ shopping lists at loyalty benefit. The logical question then is, ‘What’s “This new app not only next?’ How do we make the helps our customers save most of this pocket-sized money, but, more important, kiosk and provide loyaltyit [also] makes their lives a building communications to little bit easier,” says Cheryl shoppers?” Williams, SVP of ShopRite, Delivering information the banner under which Vestcom International’s Jeff Weidauer is among the most commembers of Keasbey, N.J.mon ways in which grocers based cooperative Wakefern are leveraging mobile devices. For example, in Food Corp. operate their stores. “We want to December 2009, ShopRite and MyWebGrocer do everything we can to enhance the customer rolled out a free Apple iPhone and iPod Touch experience at ShopRite, and the iPhone app is a application that functions as a portable weekly mobile extension of those efforts.” circular delivering weekly grocery specials to Natural and organic foods retailer Whole users. Foods Market has launched a Web site, Called ShopRite Weekly Specials, the app, optimized for Web64 • Progressive Grocer • January/February 2010 A H E A D O F W H AT ’ S N E X T T he advance of mobile technology — assisted, of course, by the ubiquitous iPhone App — has opened up a whole new world of solutions going way beyond mere SMS promotions to shoppers’ cell phones. And grocers are embracing them. enabled mobile devices, to provide its customers with the features of its Web site while on the go. Users can access the Austin, Texas-based grocer’s selection of over 2,000 recipes, as well as store information such as hours, driving directions, specials, and a calendar of events for local stores. Shoppers are Doing it for Themselves Kroger, however, has added a unique twist to the mobile services it offers by selling mobile devices, as well as leveraging them to engage its customers.The Cincinnati-based grocer’s shoppers can now buy cell phones featuring “do-ityourself” activation that reduces customer care and supply chain costs for the company. The grocer is using the Telespree solution from San Francisco-based i-wireless — a national wireless solution provider on the nationwide Sprint PCS network — for the offering, which is also integrated into Kroger’s loyalty card program. The new service enrollment application allows subscribers to input a ZIP code for a desired service area, create a service passcode, select a calling plan, sign up for monthly credit card billing, activate the device and receive a new phone number on the mobile phone — all without calling customer care, using an interactive voice response system or needing dedicated retail assistance. As part of the enrollment process, subscribers are offered the ability to register for Kroger’s loyalty program, which enables them to earn free minutes on their wireless phones. When

Table of Contents for the Digital Edition of Progressive Grocer - January/February 2010

Progressive Grocer - January/February 2010
Nielsen’s Shelf Stoppers/Spotlight
Progressive Grocer’s Outstanding Independents Awards: Independent Inspiration
Outstanding Regional Retailer: All Together Now
Outstanding Community-based Retailer: Sharing the Vision
Outstanding Independent Wholesaler:Values for Growth
Independents Report: A Lasting Legacy of Leadership and Inspiration
Fresh Perspectives: Spartan’s Fresh Outlook
Produce: Priced to Move
Refrigerated Meat: A Great (Meaty) Start
Frozen Seafood: Reel it In
Beverage Alcohol: Let it Pour
OTC Medications: Extended Flu Season
FutureTech: Going Mobile
Retail Profile: Food Lion: Renewed
GMA Director’s Note: Leading the Charge
Best Practices: A New Approach to Knowledge
Food Marketing Insights: Got Talent?
Upcoming Events: International Eats
What’s Next

Progressive Grocer - January/February 2010