There is still some debate over whether retailers should have their own branded apps, considering users aren't likely to open them on a daily—or even regular—basis. Coupons used for grocery shopping, however, could meet this frequency criteria. comScore Inc. ranked the leading US retail mobile apps according to unique visitors in March 2018 and only one grocery app made the top 10. Kroger came in ninth place, with 12.0 million visits.
Regardless, more supermarkets are launching mobile apps. According to a Progressive Grocer survey, 54.2% of US grocers had them in 2018, up from 29.6% last year. And marketers are on the same page as shoppers. When asked about the leading benefits that smartphones provide, the top answer was mobile coupons (55.6%).