Mobile shopping lists changing consumer behavior in-store

Five years ago mobile phones started impacting consumer shopping habits. Today, it’s commonplace to see a guy pull out his phone in Best Buy to research reviews for a new TV he’s considering. Or to glimpse a college student in a boutique, checking to see if she can get the same dress cheaper on Amazon.

For a long time, CPG brands remained relatively unaffected by this huge shift. Lower purchase prices require less commitment, making research and price comparison less imperative. As long as consumers were making weekly visits to the grocery store, it seemed unlikely they would be compelled to use their phones to make purchases on a website.

However, mobile devices have found a way into the everyday shopping trip—and it’s through a reimagination of the most ubiquitous tool: the grocery

The grocery list goes mobile

Some 58MM Americans (or approximately 1 in 3 shoppers) are already building and managing grocery lists on their phones (Hartman Group). And adoption is growing: The mobile analytics firm Flurry says usage of “Shopping & Lifestyle” apps grew by 81% in 2015.  

CPG marketers are just starting to understand how these lists influence what consumers are putting into their carts:

  • SANTY research shows 49% of Millennials buy ALL of the items on the list and 49% buy MOST of the items on the list.
  • AdAdapted’s internal data shows between 65% – 85% of items that get added to shopping lists are actually purchased.

For consumers, mobile shopping lists aren’t that different from their pen and paper counterparts; Consumers are just more likely to have to phones with them making a mobile list the more reliable choice. Mobile list apps are also able to offer additional perks—including the ability to share with your spouse, find coupons, save lists, and more—that make digital versions even more attractive.

For advertisers, the opportunity created by lists going mobile is significant

Like all things digital, the digitization of grocery lists means a new opportunity to influence the consumer path to purchase. Through mobile lists, CPGs can reach shoppers, measure impact, and learn important new insights about shopping behavior.


Here are just some of the ways CPGs can benefit from an advertising strategy that includes mobile shopping lists:

  • Reach and Impact: Reaching consumers while they’re most receptive to grocery-related messages increases the likelihood those promoted products will be added.  
  • Measurement: Not only can CPGs reach consumers at the exact time they’re thinking about their next grocery trip, but they can also track what actions that consumer takes after seeing an advertising message.  
  • New Way to See Purchase Intent: Imagine being able to see what consumers are adding to their lists and when, what advertising messages influenced their actions, and more… that’s the data mobile shopping lists generate. This data can also be the basis for retargeting; one of the most effective advertising strategies available and one that has traditionally eluded CPG brands.

Let AdAdapted show you how to drive awareness, trial, and repeat purchases by connecting with consumers through their mobile shopping lists.


SANTY: On the List & In the Cart

Hartman Group via Supermarket News: Millennials in the grocery store

Flurry Analytics via Business Insider: Fastest Growing App Categories



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