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This move is the latest in a series of developments and trials by the leading grocery retailers that show a growing commitment to mobile shopper marketing and a recognition of the potential this channel has for fulfilling shopper needs. Smartphones and tablets have become a ubiquitous part of people’s lives, with shoppers instinctively turning to their phones throughout the day for a multitude of reasons and are increasingly open to digital shopper marketing initiatives if they’re carefully done. Indeed our own research shows that 64% of shoppers find the idea of receiving target coupons to their smartphone while in-store appealing. Digital shopper marketing is set to fundamentally reshape the way that grocery retailers and brands communicate with shoppers and we believe it has the potential to be the most significant development since the arrival of self-service supermarkets. Exciting times ahead in the fast developing grocery landscape.