Why Owning the Digital Shopper Journey Is the Key to Grocery Growth
Swiftly
Digital has become the backbone of the modern grocery experience, shaping how shoppers plan, purchase, and stay loyal. Consumers now expect retailers to meet them wherever they are — online, in-app, and in-store — with personalized, seamless experiences at every touchpoint.
Mobile devices play a central role in this transformation. They’ve become the foundation of modern grocery shopping, shaping everything from trip planning to loyalty. Eighty percent of shoppers now have a retailer’s app on their phone, and 88% are enrolled in at least one grocery loyalty program . Meanwhile, 70% of shoppers expect personalized experiences across retail touchpoints, especially in grocery .
As shoppers increasingly turn to their phones to plan and manage grocery trips, retailers must meet that behavior with the right digital infrastructure. Yet many regional and independent grocers still lack a cohesive digital strategy or even a branded app, leaving valuable first-party data untapped and shopper relationships fragmented. By owning the digital shopper journey – anchored by a retail app - grocers can build direct, data-driven connections with their customers, strengthen loyalty, and protect those relationships from third-party platforms that otherwise capture valuable shopper data.
When paired with integrated digital solutions, retail apps become the common thread that ties the entire shopper journey together — from pre-trip discovery and in-store engagement to post-trip rewards and retention. For today’s grocers, this isn’t just about offering convenience; it’s about building a connected digital shopper journey that drives measurable growth and long-term customer loyalty in an increasingly competitive market.
Overcoming Barriers: Where Retailers Struggle
For many regional and independent grocers, the path to digital innovation can feel overwhelming. Limited internal resources, legacy POS systems, and siloed data often make it difficult to deliver the kind of seamless digital experiences shoppers now expect. And with constant pressure from national retail giants, many smaller grocers assume that success requires large budgets and multiple vendors — creating the perception that digital innovation is out of reach.
But complexity shouldn’t stop independents from competing. Today’s retail technology has evolved to remove those barriers, empowering grocers of every size to deliver sophisticated, data-driven programs that rival the biggest national players.
Modern retail platforms like Swiftly are designed for exactly this purpose - unifying disparate systems, activating first-party data, and streamlining campaign management and measurement (including iROAS) — all from one connected platform. The result is a level playing field where independent grocers can deliver the same high-performing digital experiences as enterprise competitors, without the complexity or cost of managing multiple point solutions.
By simplifying the path to digital innovation, platforms like Swiftly enable retailers to build cohesive digital strategies supported by the tools and technology they need to deliver a truly seamless shopper journey. From retail apps to personalized offers and loyalty programs, these solutions bring every shopper interaction — from planning to purchase to repeat visits — into one unified ecosystem. The result is a consistent, data-driven experience that strengthens loyalty, drives measurable growth, and positions grocers for long-term success.
Pre-Trip: Where the Shopper Journey Begins
The grocery trip starts long before shoppers walk through the door. In fact, more than 40% of shoppers use retailer apps to plan their grocery trips , and over three-quarters check promotions online or via app before they even start shopping .
Although digital engagement continues to grow, more than 80% of grocery purchases still happen in-store (Deloitte, 2024). That makes the pre-trip phase critical — because when planning happens in your app, your store is already winning the trip before it begins.
To capture this moment of intent, retailers need technology that connects personalized offers to real shopper behavior — meeting customers where they’re already browsing, comparing, and planning. Solutions like Swiftly’s Audience Optimizer™ make this possible by enabling retailers to deliver tailored promotions directly within their app or digital ecosystem. By reaching the right shopper with the right message at the right time, these campaigns drive pre-trip engagement that translates into higher traffic, larger baskets, and measurable incremental sales before the shopper even steps inside the store.
In-Store: The App as a Constant Companion
The influence of digital doesn’t stop at the store entrance — it continues in the aisle. Shoppers now use their phones as an extension of the shopping cart: navigating deals, confirming prices, and ensuring they make the best choices. More than half of grocery shoppers use an app during most or all trips, primarily to access digital coupons, find promotions, or check product availability .
For retailers, this behavior represents a critical opportunity: the more shoppers engage with your app while shopping, the more likely they are to spend — and retailers with strong app engagement see up to 30% higher basket sizes . When digital and physical experiences work together, grocers can influence purchasing decisions in real time — guiding shoppers toward featured items, promotions, or high-margin categories while they’re actively filling their carts.
With the right retail technology, every in-aisle interaction — from personalized promotions to loyalty rewards — flows seamlessly through the app, creating a cohesive, data-driven shopping experience. Platforms like Swiftly help make this possible by unifying these digital touchpoints to deliver value at every step. The result is a smarter, more personalized in-store shopping experience that strengthens loyalty and turns everyday store visits into measurable growth opportunities.
Post-Trip: Loyalty Keeps Them Coming Back
The most successful retailers understand that loyalty doesn’t end at checkout — it begins there.
The post-trip phase is when retailers can transform one-time transactions into ongoing engagement.
Digital loyalty programs close the loop between trips, keeping shoppers connected through rewards, offers, and challenges that encourage them to return — not just for discounts, but for recognition and value. According to White Label Loyalty (2024), 70% of consumers say they use their grocery loyalty program almost every time they shop, underscoring how powerful these programs are in driving repeat visits and retention.
To maximize this opportunity, retailers need technology that not only rewards purchases but also understands what keeps shoppers coming back. Swiftly’s platform is designed to help retailers do just that — enabling them to turn loyalty data into personalized engagement. By integrating digital challenges, tailored rewards, and exclusive post-trip offers into their app, retailers can re-engage shoppers between visits, driving higher trip frequency, larger baskets, and stronger lifetime value.
Ultimately, the retail app becomes the loyalty hub — the place where shoppers return to engage, redeem, and reconnect long after they’ve left the store.
The Connected Future of Grocery
The grocery industry is evolving fast — and digital strategy now defines who wins and who falls behind. Shoppers expect a connected experience that blends digital convenience with the immediacy of in-store shopping. To meet that expectation, retailers must move beyond isolated digital tools and build a shopper journey where every interaction works together.
Retail apps are a critical thread tying that digital shopper journey together. They serve as the bridge between digital and physical touchpoints — where data, offers, and engagement come together in one place. When planning, purchasing, and loyalty all flow through a retailer’s app, the result is a frictionless experience that strengthens customer relationships and drives measurable business growth.
Modern platforms like Swiftly’s make this connected journey possible — empowering grocers to deepen shopper trust, increase retention, and fuel sustainable growth.
The future of grocery belongs to retailers who own the shopper journey — from the first tap to the next trip.
To learn how Swiftly can help you own the digital shopper journey and turn every trip into measurable growth, visit swiftly.com or contact us for a demo.
1,3,5 Acosta, 2023; 2 McKinsey, 2024; 4 InMarket, 2024; 6 Forrester, 2023
