This quick blog will provide an overview of what the Zeki App offers and why.
Work on the Zeki App started in 2018. The aim was to create a simple, easy to use app for supermarket shoppers. The app would replace the time-consuming chore of manually writing shopping lists. The Zeki App went live in Australia in March 2021.
Shoppers Demands / Behaviours
The following top line research highlights that supermarket shoppers:
- Use shopping lists
- Prefer to shop in store
- Want relevant information
- Want a personalised offer / experience
- Use mobile phones as a shopping tool
Zeki has been designed to meet these supermarket shopper demands. In doing so it is hoped that the Zeki App will make supermarket shopping easier.
Shoppers still use shopping lists in store
Focus Insights research (The Australian Grocery Shopper 2020 Industry Report) highlights that:
91% of shoppers use a shopping list for a primary shop
91% of shoppers prefer to shop in store
Shoppers want product information
As stated by Supply Chain Quarterly (Delivering on “direct to consumer” in the CPG industry, Q4 18 issue)
“Consumers’ requirement for complete product transparency is often a minimum expectation in today’s connected world with on-demand access to product information (including ingredients list; source of ingredients; place of harvest; production process; presence of GMOs, hormones, and antibiotics and other undesirable chemicals; movement of goods through the supply chain, and so on)”
Shoppers want personalised offers
As reported by convenience.org , FMI research (2019 U.S. Grocery Trends Report) highlights shoppers increasing demand for personalised offers.
““In an effort to meet their idea of eating well, households are eating in increasingly personalized ways, challenging the food shopping experience.”
Leslie Sarasin, president and CEO of FMI
Other research, such as Precima (Personalization in Digital Food Retail – Shoppers Expect More, 2019) highlight 63% of shoppers say personalisation is important. The Precima research of shoppers expectations was:
65% pay attention to in-store prices
63% say personalization is important
62% want the right assortment in nearby stores
This research highlights how important personalisation is to supermarket shoppers today.
The majority of supermarket sales are still in store
% of FMCG sales online
|Global||6 – 7%|
Source: Nielsen , Connected Commerce, 2018
Other research, such as Nielsen (It’s not just about the shelf, creating the ideal in-store experience, 2016) estimates that 70% of consumers’ purchase decisions are still made in store.
Some US research by Valassis (Unpacking the dynamic online shopper, grocery & retail, 2019) highlights 72% of supermarket shoppers who bought groceries online still made most of their purchases in-store. This research highlights that even online shoppers are still shopping in store.
Digital influence on supermarket shopping
Despite the small percentage of supermarket sales online, grocery shoppers are increasingly influenced by online during the shopping decision making process.
“It’s undisputed that internet availability, mobile technology and digital innovations are redefining consumers every interaction and will continue to enable and disrupt many aspects of consumers’ lifestyles into the future.”
Source: Nielsen , Connected Commerce, 2018
General shopper research by Khalid Saleh (How digital influences in-store shopping behaviour – statistics and trends) highlights that:
87% of in-store shoppers look for information online before shopping
79% of in-store shoppers look for information online while shopping
46% of grocery in-store sales are influenced by a digital interaction
This research highlights shoppers buying behaviours have evolved to include more digital. The digital research allows shoppers to make an informed purchase decision with relevant information.
Research by Khalid Saleh also highlights the increasing use of smartphones by shoppers. The research highlights that 71% of in-store shoppers, that use smartphones for online research, say their device has become more important to their in-store experience.
The Zeki app
To meet the supermarket shopper demands outlined previously, Zeki has included relevant data and some useful tools for shoppers. A quick overview includes:
- Shoppers can access nutritional information for products, by simply clicking on the product.
- Shoppers can also personalise the app. For example, under the allergen and nutritional tab they can set their personal preferences. As the pictures below show I have set a limit for carbohydrates in a product. Then the bread items have a red colour next to the product to highlight it does not meet my personalised criteria.
- Shopping lists can be shared. This means different members of a family / household can add items / review the list. Importantly, during Coronavirus, carers / members of the family can shop for people who are isolated / quarantined.
- Shoppers are rewarded with digital gift cards. Zeki shares 25% of the advertising revenue with shoppers. Shoppers can then exchange ‘Zeki dollars’ for a $10 supermarket gift card.
- Zeki understands shoppers concerns about privacy. Zeki will comply with relevant government legislation, such as GDPR, and not share shoppers’ private details.
For more information please visit https://www.zeki.app/
FMCG brands face numerous challenges today. The growth of hard discounters, such as Aldi, and P/L (private label) plus range rationalisation by major supermarkets has created a challenging environment globally. Also, as outlined previously shoppers are shopping differently. The Zeki app offers an opportunity for brands to build relationships with supermarket shoppers digitally to increase their sales. As McKinsey (The new model for consumer goods, 2018) explained:
“Yesterday’s marketing standards and mass channels are firmly on the path to obsolescence”
“Digital is revolutionizing how consumers learn about and engage with brands and how companies learn about and engage with consumers.”
Importantly, for brands and agencies, the Zeki app offers an opportunity to communicate directly with shoppers during the decision-making process. Whilst shoppers are engaged in writing their shopping list (out of store) or using the app (in store). The Zeki Broadcast allows brands and agencies to use images and GIFs for their broadcasts.
Example of a Zeki broadcast
FMCG brands, that join the Zeki Alliance (no cost), will be able to broadcast (advertise) and access unique shopper insights / data. Advertisers will receive standard reports about their broadcasts and also the category advertised in. In the future Zeki will offer manufacturers the opportunity to purchase advanced shopper analytics.
For more information please visit https://www.zeki.app/manufacturers
Zeki offers a unique opportunity for retailers to build loyalty with their supermarket shoppers.
Zeki will reward supermarket shoppers by sharing 25% of their advertising revenue with them. Zeki shoppers can then exchange ‘Zeki dollars’ for a $10 supermarket gift card. Obviously, supermarkets that have their gift cards on the Zeki app can then expect increased sales when shoppers redeem their gift cards.
For Zeki supermarket partners, shoppers will be able to use digital gift cards in your stores. There is no cost to supermarkets for being a supermarket partner plus Zeki will be buying digital gift cards. Importantly supermarket partners may be able to access unique shopper data to better understand their shoppers. This data, combined with existing data such as scan and loyalty card, will enable supermarkets to better understand their shoppers.
For more information please visit https://www.zeki.app/for-supermarkets
The Zeki app aims to create a positive environment where shoppers, brands and supermarkets can all be rewarded. By sharing 25% of advertising revenue with shoppers, shoppers will have more money, i.e. gift cards, to purchase more in supermarkets. The increased purchases by shoppers will obviously increase sales for supermarkets and manufacturers. Importantly the Zeki app will offer unique insights into shopper behaviours so that FMCG brands and supermarkets can better serve their shoppers.
The information provided in this blog post was general in nature. If you require more information I offer a free initial consultation by completing a contact us form.