The mobile grocery shop

Jo Rigby and Beth Uyenco
Omnicom Media Group and Microsoft

A new study reveals how mobile phones are used in grocery shopping and how receptive shoppers are to grocery messages.

From the days when we called home from the store to check what might be missing off our shopping lists, the relationship between our mobile phones and grocery shopping has blossomed, and we now use our smartphones in diverse ways while planning and actually doing our grocery shopping.

Omnicom Media Group and Microsoft Advertising joined together to explore the nature of our evolving relationship with mobile in the grocery category, and look to opportunities for advertisers to push the boundaries of the role mobile could play in the consumer journey. The study was titled 'The Mobile Romance: How Mobile is Shaping The Future of Grocery Retail'.