BakeMark's Bakin N Rockin - August 2011 - (Page 3)

More are Smartphone Shoppers Mobile marketing has emerged as one of new trends of 2011 for the U.S. supermarket industry, according to the Food Marketing Institute’s industry research document Food Retailing Industry Speaks 2011. Twenty-three percent of shoppers currently have a smartphone and the use of smartphone applications, digital marketing and online shopping are on the rise. Sixty-four percent of shoppers are interested in utilizing smartphone applications to receive weekly information regarding cost-saving opportunities and 57 percent are interested in receiving location-specific advertising and deals. According to Accelitec, Inc., an official partner of the National Grocers Association, shoppers may soon tap into their smartphones to find special coupons or sales of a product they regularly purchase, or check in-store credits in their digital “wallets” when they walk into a store. Stores can also send information about product recalls, crediting the digital accounts for the products that need to be returned or thrown away. Accelitec has developed an innovative digital marketing service for use by independent grocers nationwide. Accelitec’s “digital wallet” is a proprietary tool that helps independent grocers drive increases in store revenues. “The use of digital communications and social media will continue to have an important bearing on retailer –consumer behavior, and our platform facilitates keeping pace with these changes, said Tom Bartz, CEO of Accelitec. “Helping independent grocers connect with their guests on a digital platform in ways that are relevant to their shopping expectations is the focus of our business.” There is no doubt about it— smartphone shopping is on the rise. Market research group ForeSee Results surveyed 10,000 people who visited online retail sites during the 2010 holiday season and found that 11 percent made purchases using their smartphones—up from 2 percent in 2009. Moreover, 30 percent of those people used their smartphones to research the products they were thinking about buying. And those numbers are only going rise. The greatest advantage that smartphones have over computers is mobility. People can now access everything from product research to recipes to location-specific manufacturers’ coupons while they’re actually inside the supermarket. And to stay competitive and build brand loyalty, supermarkets across the country are developing their own, company-branded applications (apps). Publix, for example, has developed an app called Publix Mobile that is compatible with Droids, Blackberries and iPhones. The app provides a store locator and gives users access to the weekly circular. Its most unique feature, however, is the option to sign up for At Season’s Peak messages, which alert subscribers by text or email when their favorite produce peaks. It also sends out growing facts and nutritional information about fruits and vegetables, as well as recipes that incorporate the in-season produce. Food Lion Supermarket customers can also go mobile— thanks to an app developed in conjunction with Mercatus USA. Shoppers can easily access weekly specials, new recipes and store directions right on their iPhone, iPad and iPod devices. Food Lion’s mobile app also gives users the ability to build and manage virtual shopping lists. Nextep Systems, a leading provider of customer self-order technology, recently added iPad Ordering to its automated ordering portfolio. Nextep iPad Ordering provides operators with two new cost effective options: Self Order iPad kiosks and line-busting tablets. Running MyNextep, Nextep’s enterprise software, the iPad solutions seamlessly integrate with existing POS and backend systems. Nextep’s Self Order iPad is mounted in a secure, industrialgrade enclosure and mounted to the counter. Alternatively, the line-busting tablet option is mobile and includes a ruggedized enclosure with hand strap for employee use. Customers can order and pay at the iPad kiosk in the store.

Table of Contents for the Digital Edition of BakeMark's Bakin N Rockin - August 2011

BakeMark's Bakin N Rockin - August 2011
Production ideas -- How to Broaden Your Donut Variety
Merchandising Tips -- More are Smartphone Shoppers
Product Trends -- Back to School Trends Favor Health
Product Trends
Bakery Profile -- Baking & Banking Make a Sweet Combo

BakeMark's Bakin N Rockin - August 2011