Kellogg Co. is sponsoring ShopRite Weekly Specials, which claims to be the first application dedicated to weekly grocery coupons for Android-based smartphones.

After tapping MyWebGrocer to power its iPhone App, ShopRite supermarkets has teamed up with the company again to launch the free Android application. In addition to Kellogg’s mobile coupons, major brands such as Coke, Pepsi, SCJ, Bertolli, General Mills and Kraft are offering specials  in this week’s circular.

“ShopRite is a leader in digital marketing for grocery and mobile is key component of that strategy,” said Rebecca Roose, marketing manager at MyWebGrocer, Burlington, VT. “MyWebGrocer is their go-to partner because we provide a unified platform and experience for their consumers plus a killer ROI.

“With Android’s growth rate overtaking the iPhone, it was a natural progression to launch an Android application as part of their mobile strategy,” he said. “The mobile segment also happens to be a very profitable segment for ShopRite as mobile shoppers spend more in-store.

“The primary target demographic is females ages 24-54, with children at home and household incomes of $60,000-plus.”

ShopRite is the registered trademark of Keasbey, NJ-based Wakefern Food Corp., which claims to be the largest retailer-owned supermarket cooperative in the United States.

With more than 220 ShopRite Supermarkets located throughout New Jersey, New York, Pennsylvania, Connecticut, Delaware and Maryland, ShopRite serves more than 5 million customers each week.

MyWebGrocer drives digital connections between consumers, grocery retailers and consumer packaged goods brands.

The company creates and manages digital platforms for clients, including Web sites, digital media, online circulars, email marketing initiatives, mobile applications, social media strategies and customer acquisition programs.

Mobile coupons create loyal consumers
Banner ads for Kellogg’s products appear throughout the application, and when shoppers tap on an ad they are taken to a product page where they can browse Kellogg’s products and add them to their shopping list.

ShopRite’s customers are spending more time on their mobile devices and this application is designed to inspire repeat usage and drive purchases by making  customers’ lives easier.

The application is a portable circular and pre-store planning tool that invites consumers to “start saving” by browsing hundreds of items using their handset.

Here is a screen grab of the Android application:

Among its many features, the application lets consumers see what is on sale in real time at their neighborhood ShopRite store.

Once they select an item, it is added to their shopping list, which is organized by category with pictures, descriptions and real-time prices.

Shoppers can also use the voice command to add items to their list by speaking into the application.

The application syncs and downloads store specials directly to any Android mobile device and can even sync with customers’ shopping list at ShopRite.com.

“ShopRite does a strong job promoting their mobile applications—email blasts, pay-per-click campaigns, digital billboards on the Jersey Turnpike, awareness through their social media outlets and in-store advertising,” Ms. Roose said.

Final Take
Dan Butcher, associate editor, Mobile Commerce Daily