US grocery shoppers seek savings, digital convenience

Even for an online-only retailer that prioritizes price over delivery speed, shoppers show a clear preference for which channel they want to shop on: its mobile app. Martie, an omnichannel grocery retailer, doesn’t sell fresh or frozen foods — at least not currently — nor does it offer same- or next-day delivery. Its key appeal is that it works with suppliers to sell overstock grocery items for about half the price of other retailers, co-founder Louise Fritjofsson told Digital Commerce 360.

But its customers hardly use its desktop website, she said. When it comes to Martie’s website, specifically, 85% of traffic comes from mobile. And even though the website is optimized for mobile, its customers increasingly prefer using its mobile app.

Five months after the Martie app launched, it already accounted for more than 50% of sales. However, just 40% of Martie customers are using the app, meaning the retailer’s mobile shoppers spend more, on average. Fritjofsson said mobile shoppers’ average order value (AOV) is 15% to 20% higher on Martie’s mobile app than on its website.

And although Fritjofsson said her team has much more digital marketing to do to boost those numbers, she credits the speedy growth to notifications.

“Your most loyal customers will look for and want the app,” Fritjofsson said. “There’s the segmentation to begin with. Someone who’s just testing you out and not sure will not go through the hassle to download the app. So, of course, you’re getting a more engaged audience on the app to begin with. But notifications are free to send. You could send daily notifications to stay top of mind.”

Brian Warmoth and Mary Meisenzahl contributed to this report. 

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