A review of Australia’s mobile grocery shopping apps, November 2013

Usability

Advances in technology are changing the way customers shop for and purchase products in-store. According to Nielsen’s Digital Global Shopping Report, 61% of Asia-Pacific respondents (including Australians) conducted household grocery shopping research online in the last year alone. Smartphones, in particular, have become an important pre-shopping tool for customers to conduct activities traditionally completed in-store.

Activities such as comparing prices and products, checking product availability, looking for coupons or specials, and reviewing product descriptions and nutritional information can be done before customers have even left their house. It is therefore imperative that retailers shift their strategic focus and harness new opportunities to serve their customers in ways that go beyond the traditional exchange of goods.

Most grocery retailers have at least one app, however, the question arises: Are they actually meeting the needs of their customer? In this whitepaper Objective Experience conducts an in-depth comparison between the mobile apps of Australia’s top four grocery retail chains; Aldi, Coles, IGA and Woolworths.