By Emma Carter – International Supermarket News
The rules of supermarket competition are changing fast. It’s no longer about who has the biggest store or the most colourful leaflets—it’s about who owns the space on your smartphone. In an exclusive interview with marketing and retail expert Riad Beladi, International Supermarket News explores how supermarkets are shifting their entire marketing approach to win one crucial war: the app war.
From Storefronts to Smartphones
According to Beladi, supermarkets must rethink their entire strategy: “The competition today is all about how many people have downloaded your app—and more importantly, how many actually use it.”
As Generation Z and Millennials become the dominant grocery shoppers, mobile-first behaviour is shaping every retail decision. These digital natives expect fast, seamless shopping experiences, often preferring app-based grocery ordering over traditional in-store visits. That shift in behaviour is putting immense pressure on retailers to deliver value directly through their mobile apps.
Price Still Reigns—But Experience Now Sits Beside It
“Price is still king,” Beladi said. “But today’s shoppers want speed, convenience, and engagement. If your app doesn’t offer all three, you’re going to be left behind.”
Supermarket apps need to do more than list products—they need to offer:
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Under-30-minute delivery in key areas
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Live promotions and AI-personalised offers
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Interactive loyalty rewards and digital coupons
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User-friendly interfaces that make shopping feel like entertainment
AI and Engagement: The Future of Loyalty
Beladi points to the United States and China as leading examples of how AI is being integrated into supermarket apps. “These countries are turning retail apps into smart companions. They predict what you need, offer it before you search, and make you feel understood.”
Artificial intelligence will play a crucial role in shaping loyalty, using real-time data to engage customers, anticipate their preferences, and tailor marketing in a personalised and non-intrusive way.
The Value Equation
Despite all the technology, value remains the cornerstone of trust and conversion. “If your prices aren’t right, the customer leaves. No app can fix that,” Beladi reminds us. But if price and convenience come together in a well-crafted digital experience, retailers stand to gain long-term loyalty.
Final Thought: Win the Phone, Win the Future
The conclusion is simple yet profound: the future of supermarket success lies in downloads, not doors. Retailers who fail to adapt to this mobile-first mindset risk losing relevance, especially with younger consumers.
At International Supermarket News, we’ll continue tracking how this digital transformation reshapes global food retail. Because in tomorrow’s world, the supermarket that lives in your pocket is the one that wins your kitchen.