A recent survey by United Natural Foods Inc. (UNFI) and retail technology firm Swiftly reveals a significant trend in consumer behavior: 43% of Americans now prefer using digital coupons via smartphone apps during grocery shopping, compared to only 23% who still opt for traditional paper coupons. This shift highlights a growing reliance on technology in purchasing decisions.

The study, conducted by The Harris Poll, surveyed over 2,000 adults and found that 45% of Americans incorporate deals and promotions into their regular grocery shopping, while 49% expressed a desire for more discounts on products they regularly purchase. The findings underscore a rising demand for retail technology solutions that facilitate personalized shopping experiences.

UNFI’s wholesale president, Louis Martin, emphasized the importance of their retail media network, designed to connect independent grocers with consumers through tailored promotions. This network allows grocers to enhance customer engagement by utilizing the advanced technology and analytics provided by Swiftly, which services over 30,000 retail locations and approximately 11,000 brands.

The survey also highlighted that a mere 8% of Americans do not prioritize saving money at grocery stores, while 92% are aware of the digital coupon offerings in their local stores, with 32% wishing these offerings were increased. With pricing being a crucial factor in purchasing decisions, retailers must adapt their strategies to meet the evolving preferences of tech-savvy consumers.

In conclusion, the increased utilization of digital coupons represents a pivotal change in consumer behavior, pushing the grocery industry to adopt innovative retail media strategies that foster meaningful connections with shoppers.