Apps can drive loyalty, differentiate grocers

Consumers use grocery applications for savings and convenience, and the apps that are most engaging and entertaining have a higher rate of digital customer retention, according to a study by St. Joseph’s University and FMI. The findings indicate that retailers could benefit from and drive loyalty through grocery apps. “Grocery app use is important to track and engages customer loyalty, and app quality and functionality can differentiate retailers in a consumer’s mind,” said researcher Nancy Childs, a professor of food marketing at Saint Joseph’s.

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