Also from Lisa Bradner...
January 28, 2013
According to a holiday shopping survey, only 5.6 percent of respondents used their mobile phone to actually buy groceries during the past 12 months. Yet supermarkets continue to launch and tweak their mobile apps. Will in-store grocery shopping with mobile apps be fairly common in the years ahead? [more...]
I'm interested that the number 1 thing shoppers want is the ability to compare prices: apps are walled gardens and since grocery loyalty is generally a bit of a fiction (location of store is the biggest "loyalty" driver) having to go to a different app for each store you shop seems counter-intuitive to what shoppers want and what FSIs have allowed them to do for years-find out who has the best price on what.
Seems to me to be an opportunity for Google or another wider market player to step in. Shoppers want aggregation and one stop solutions—not a series of 20 apps on their phones all related to grocery shopping