I feel like we just had this conversation a couple of months ago…
I think it comes down to shopping style and personality. The way I use the app is to build a list of things I know I need. When I notice the peanut butter is 3/4ths gone, I pop into the app, type “peanut butter,” up comes all the peanut butters they have (as well as anything peanut butter flavored), and I click “Add to list,” and it’s added to my list.
Same thing if I’m menu-planning: “This soup uses chicken, onion, bell pepper, carrots, broth, blah, blah, blah,” so I pull the app and add the things I need. Then, when I’m in the store, I use the app to display my list and to pay on the way out.
What I absolutely, positively do not (and frankly,
cannot understand anyone else doing) is “browse” through the app for things that look interesting.
The app isn’t arranged like the store. The store is in aisles and things are grouped similarly, all the cereals are here, all the soups are there, but there’s a starting point in a store. You walk through the doors, and the first area you’re funneled through (if you follow the main aisle) is either the deli & bakery, or the fruit & veg (some stores flip these).
After that, it’s into the numbered aisles (jarred olives in aisle 2, snacking nuts in aisle 8). You can go where you choose, of course, but there’s an order, a beginning, middle, and end.
That doesn’t exist in the app. You sort of have to already know what you’re looking for, or some idea at least, and then you’re faced with scrolling through 5,791 tins of beans to see if something appeals to you.
For me, shopping from home using the app is great when I already know what I want, but shopping in the store is better when I’m open to being surprised by something.
I bought fresh chicken wings the last trip because they were on a special price displayed on an endcap, with a big sign. That’s not ever going to happen in the app, because I’d never sit down with the app and say, “Hmmmm…what about…chicken wings?! Oh look, they’re on sale!”
Here’s a little quirk of mine: my local Kroger, in addition to the unnumbered deli/bakery, fruit/veg, fresh meats, and dairy sections, has (I think) 26 numbered aisles - all the pantry stuff, plus frozen items, school/office supplies, and whatever they deem “seasonal” (Halloween candy right now).
I always shop with a list. It’ll have anything from 5-15 items on it usually. Let’s say I have 5 - bread, milk, ground beef, eggs, beer.
Now, what is the habit of the other members, when shopping in-store with this list? Is it to proceed from one department to the next for those five items (bakery to meats to dairy to drinks), or is it to start in the bakery (at the beginning), then walk up and down
all the aisles to see what else looks interesting, and getting your five items along the way (along with five things you knew nothing about before you walked in the store)?
If you’re the former, maybe you like the app better, but I’m definitely the latter, at least where groceries are concerned. Maybe I have GSRFOMO (Grocery Store-Related Fear Of Missing Out)!