Survey by UNFI and Swiftly reveals growing preference for smartphone apps over traditional paper coupons, highlighting the importance of retail technology solutions.

With food prices persistently high, a significant shift is occurring among consumers who are increasingly using digital coupons via smartphone apps rather than traditional paper circulars. This trend was highlighted in a recent survey by United Natural Foods, Inc. and Swiftly, which found that 43% of Americans now prefer digital coupons, compared to 23% who still cut coupons from paper circulars.

The survey, conducted online by The Harris Poll on behalf of UNFI from June 25-27, 2024, included responses from 2,092 adults aged 18 and older.

It also revealed that nearly half of the respondents (45%) rely on deals and promotions as a crucial part of their grocery shopping routine, with 49% expressing a desire for more deals on products they already buy or want.

Louis Martin, President of Wholesale at UNFI, commented on the findings, stating, “We partner with our customers every day to help them compete in today’s retail marketplace. Our retail media network accelerates our ability to help independent grocers create more value by better connecting them to their shoppers via tailored promotions and cutting-edge digital touchpoints. The results of this survey are a meaningful validation of our strategy and reaffirm the importance of our focus to help our customers leverage retail media to more impactfully reach today’s consumers.”

In response to the growing demand for retail technology solutions, UNFI recently launched the UNFI Media Network™ (UMN), a first-of-its-kind retail media network for independent and regional grocery retailers across the United States.

The UMN, powered by Swiftly, combines UNFI’s extensive reach and supplier offerings with Swiftly’s advanced technology platform, which includes a personalization engine, closed-loop reporting, and analytics capabilities. This initiative aims to help UNFI’s retail customers engage more effectively with their consumers and provide unique opportunities for suppliers to enhance their brand presence.

As stated in the report, the survey results underscore the importance of digital transformation in the retail sector. Henry Kim, CEO of Swiftly, highlighted the significance of their advanced platform, noting, “In partnering with UNFI, we are building one of the leading retail media networks in the U.S. that’s dedicated to ensuring the growth and success of today’s independent and regional grocer. Our advanced platform is well regarded amongst key brands and retailers for its turnkey, industry-leading technology and proven success helping partners digitally transform their businesses. This data shows how vital that platform is becoming for grocers of all sizes to engage with consumers.”

Additional insights from the survey emphasize the critical role of price in consumer decision-making. A mere 8% of Americans indicated that they do not care about finding ways to save money at grocery stores, while only 12% stated that price does not influence their purchasing decisions. The survey also highlighted a widespread awareness of digital coupon offerings, with 92% of respondents knowing whether their local grocery store offers digital coupons. Nearly a third (32%) expressed a wish for more digital coupon availability at their local stores.

The Harris Poll survey’s methodology included the use of a Bayesian credible interval to measure sampling precision. The results have a sampling accuracy of within ±2.5 percentage points, based on a 95% confidence level. For more detailed survey methodology, including weighting variables and subgroup sample sizes, inquiries can be directed to cdavis@UNFI.com.

United Natural Foods, Inc. (UNFI) stands as North America’s leading grocery wholesaler, delivering a wide variety of products to over 30,000 locations across the continent. UNFI is committed to providing innovative services and insights to help their customers and suppliers thrive in a competitive market. Swiftly, founded in 2018, is a key player in providing technology and retail media solutions that enhance retailer engagement and customer loyalty through first-party data and digital tools.