Shoppers like supermarket apps for the coupons, study shows

10/11/2013 | Supermarket News (free registration)

Mobile applications can be instrumental to driving engagement at supermarkets, according to a study by Match ShopLab and Novartis Consumer Health. Among the primary household shoppers surveyed, 20% have downloaded a food-store app. Of the shoppers who use the apps, 80% do so for the coupons, and an overlapping 57% like being offered specials. But among nonusers, more than seven in 10 did not know the apps existed, and one in four didn't think the apps were worth running.

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