Dive Brief:
- Mercatus launched the “next generation” of Mercatus Mobile, an app and e-commerce platform meant for grocery retailers and shoppers, according to a Thursday press release.
- The new mobile app, included with the Mercatus Platform, will help increase mobile conversions, improve order frequency and retain online consumers, according to the press release.
- Mercatus’ technology is aimed at bringing regional grocers omnichannel profitability on par with larger competitors and mass merchants, as well as giving them more control over their customers’ online experiences.
Dive Insight:
Mercatus Mobile provides grocery retailers with access to advanced features and configurations, including cart building and checkout, personalization, loyalty and rewards, to create and maintain a better shopping experience, according to the announcement.
The new mobile app uses integrations on existing platforms, such as Instacart Connect and DoorDash Drive, to improve grocers’ fulfillment strategy for online orders.
Mercatus Mobile’s new content management system (CMS) allows grocers to create original mobile app content, including new product promotions, flyers, offers and deals as well as display private label goods. The CMS feature on the app is looking to drive higher margins and average order values for the grocers using it, the Mercatus website notes.
The app also showcases retail media ads in a scroll-style content feed, mimicking popular apps, such as Instagram and TikTok, to resonate with younger audiences.
Customer-focused features on the app include an easy-to-use interface, notifications to encourage purchases and personalized search, the website lists.
“With 30% of online grocery shoppers cross-shopping between Mass Merchants and regional grocers, it’s critical that grocers have a modern mobile app that helps them retain their market share against increasing competition,” Sylvain Perrier, president and CEO of Mercatus, said in the press release.
With the updated Mercatus Mobile now accessible to retailers, Mercatus clients using the “previous generation” app will be transitioned as part of their software subscription, according to the press release.
Mercatus has numerous partnerships with top regional grocers including Weis Markets, Brookshire’s Grocery Company, Smart & Final, Stater Bros. Markets and Southeastern Grocers’ Fresco y Más, Harveys Supermarket and Winn-Dixie banners.
