With food prices remaining high, many consumers are increasingly turning to digital coupons on their smartphones instead of traditional paper circulars. A recent survey conducted by United Natural Foods, Inc. (NYSE: UNFI) and Swiftly reveals that 43% of Americans now use smartphone apps for digital coupons at their local grocery stores, compared to only 23% who use paper circulars. Additionally, nearly half of Americans (45%) rely on deals and promotions for their regular grocery shopping, and 49% wish for more deals on items they frequently purchase.
These findings highlight a growing demand for retail technology solutions that connect consumers to brand offerings in real-time. The UNFI Media Network™ (UMN), powered by Swiftly, aims to meet this demand by integrating advanced technology to provide a seamless shopping experience. The survey, conducted online by The Harris Poll from June 25-27, 2024, surveyed 2,092 adults aged 18 and older.
Louis Martin, UNFI’s President of Wholesale, commented, “Our goal is to help our customers thrive in today’s competitive retail environment. By leveraging our retail media network, we enhance independent grocers’ ability to connect with shoppers through personalized promotions and cutting-edge digital tools. This survey validates our strategy and underscores the importance of using retail media to engage effectively with consumers.”
UNFI’s newly launched UMN is designed specifically for independent and regional grocery retailers in the U.S. It combines UNFI’s extensive supplier network with Swiftly’s advanced technology, including personalization, closed-loop reporting, and analytics. UMN aims to help retailers and brand partners enhance their digital presence and connect more meaningfully with consumers.
Henry Kim, CEO of Swiftly, stated, “Our collaboration with UNFI is focused on building a leading retail media network that supports the growth of independent and regional grocers. Swiftly’s platform is well-regarded for its ability to digitally transform businesses, and this data highlights the platform’s importance for engaging with consumers effectively.”
Additional survey insights include:
- Price Sensitivity: Only 8% of Americans are indifferent to saving money at grocery stores, and just 12% say price does not influence their purchasing decisions.
- Digital Preference: Ninety-two percent of Americans are aware if their local grocery store offers digital coupons, and 32% wish there were more digital coupon options available.
For more details about UMN, visit UNFI Media Network.
Survey Methodology
The Harris Poll conducted this online survey in the U.S. on behalf of UNFI from June 25-27, 2024, with 2,092 adults aged 18 and older. The margin of error is +/-2.5 percentage points at a 95% confidence level. For complete survey details, including weighting and subgroup samples, contact [email protected].
About UNFI
UNFI is North America’s leading grocery wholesaler, providing a wide range of fresh, branded, and proprietary products to over 30,000 locations across North America. UNFI also offers value-added services, technology, data insights, and marketing expertise to support its customers. Learn more at UNFI.
About Swiftly
Founded in 2018, Swiftly offers innovative technology and retail media solutions that enhance retail engagement and digital transformation. Swiftly’s platform supports retailers and brands in accelerating sales and building customer loyalty. For more information, visit Swiftly.
