Grocery ecommerce provider Mercatus has launched a new mobile shopping app designed to help grocers increase mobile conversions, improve order frequency and retain online customers.

Designed to bridge gaps in mobile shopping, Mercatus Mobile offers cart building and checkout, personalisation, rewards and loyalty across omnichannel media. Mercatus Mobile also takes advantage of existing platform integrations, including Instacart Connect and DoorDash Drive to make it easier for retailers to implement fulfilment for mobile customers.

The architecture is designed to be developer-friendly to allow for faster feature releases and a focus on customer convenience. It features a new Content Management System to allow retailers to more easily update their content feed with promotions and offers, showcase private label products, and integrate retail media ads to monetise mobile traffic and offset the cost-to-serve online customers.

A new scroll-style content feed is aimed at younger customers, providing a similar experience to popular consumer apps such as Instagram and TikTok.

Mercatus clients using the previous generation mobile app will be transitioned as part of their platform software subscription.

“The next generation of Mercatus Mobile was developed to help regional grocers deliver a delightful, always-on shopping experience that builds brand affinity and customer lifetime value,” said Sylvain Perrier, president and CEO of Mercatus. “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.”