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Grocer Grocery Shopping

Essay by   •  October 15, 2018  •  Case Study  •  2,187 Words (9 Pages)  •  216 Views

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Peng Yu

Westcliff University

Executive Summary

Grocery shopping is no longer tiresome. The emerging mobile technology has created a world where harvesting in the morning and consuming at night. The speed of information has transformed customers lifestyle and expectations.

Grocerier powered by state-of-art artificial intelligence algorithm aims to bring a revolutionary change of grocery shopping.  It provides a new way of groceries shopping via personal virtual assistants, special recipe sharing, private chef services, and social interaction.

The unique characteristics of GROCER distinct itself from other grocery shopping list apps. GROCER provides a personal assistant that understands individual needs, a platform to share recipe ideas, a marketplace for a private chef and a social ecosystem for sharing your masterpieces of food.


Company Description

GROCER uses cutting-edge Deep Learning algorithm to provide a personal assistance for grocery shopping. This new revolutionary app enhances the shopping experiences by using personal virtual assistants for arranging shopping trips, finding deals, and searching shopping items; special recipe sharing; private chef services; and social interactions. The GROCER also provides a unique user experience by introducing a revolutionary user interface design. It optimizes the flow of the app by using machine learning technology, enhances scrolling experiences, improves loading experiences, and quicker the responsive time of the app.

Product Description

The features of the GROCER app will include shopping list management, locating shopping items, arranging the shortest trip of buying items, recipe recommendation, private chef marketplace and a social platform for sharing. Shopping list management mainly focuses on sharing lists across the platforms, list creation when needed, archive out-dated list, update lists, store recipes, and tracking expense. Arranging the shortest trip of buying items uses a state-of-the-art Deep Learning algorithm to find the shortest trip to buy all ingredients. The algorithm will consider traffic, distance, and checkout time to schedule a trip to the user. Recipe recommendation feature learns from similar personality, taste, cultural background and feedbacks from historical records to generate highly relevant recipes. When a user needs a private chef, the app also establishes a platform for hiring a private chef. The user can hire a chef based on the availability, reviews, and specialty.  The app also embeds a social media platform. On the platform, users can share their shopping, cooking, and event experiences. This platform also integrates with Twitter, Facebook, Instagram, Vine, and Youtube. Users can decide what to post to all these social media with a single click.

Market Analysis

U.S. grocery market has shown steady growth from 337.37 billion U.S. dollars in 1992 to 626.98 billion U.S. dollars in 2016.  Nearly two-thirds households put meals at home with family as the highest priority especially at the households with kids. Quality and freshness of the food are an essential factor for buying decision. GROCER will strive to attract and retain users by enhancing shopping experiences and shorter shopping time.

Market Segment.

GROCER will target users whose income larger than 50k with children under 18 from age 35 to 64.  The market research shows that average weekly spend on grocery with the income larger than 50k is from $323 to 450k. People with higher income spend more on grocery than people with lower incomes. Moreover, people at age 35 to 64 spend more than those whose age under 34 and greater than 65.

PESTEL Analysis


The app collects users data for tuning the algorithm and providing relevant recommendations. Therefore, it has to comply with federal and state privacy laws.  The political environment affects the market of the app since regulation changes will increase the cost of data collecting and analyze. Moreover, different states have varied regulation. Therefore, the app must be able to tune its data collecting and analyzing mechanism to obey different regulations.


The U.S. economy shows positive growth around 2% in the future. Slow growth in wage and productivity with the millions retirement of Baby Boomers have a negative impact on the growth of US. Still, the economy is strong with 4.1% unemployment and 84 consecutive months job gain. Strong economy indicates consumers are willing to spend more. Therefore, the app has a great number of potential users


Social factors has a great impact on the app. Since the app has to attract target consumer by personalization service, it has to ensure to delivery appropriate items to individual. Also the app communicates with non-technique users with its cutting-edge images. The app has to adapt to different people with varied culture backgrounds.


The app depends on its cutting-edge algorithm. Therefore, with growth in the technology, the app has to continuous improvement to maintain its competitive advantage.


As growth awareness of environment protection, energy efficiency has become a spotlight. Since the app uses state-of-art algorithm to optimize shopping routine, a sounded environmental friendly image can be built among the consumer markets.


Legal challenges of the app include equal opportunities, advertising standards, consumer rights and laws, and privacy protection. The app will ensure to follow laws and government regulation to protect consumer rights and privacy.

SWOT Analysis


The app uses cutting-edge algorithm to support its functionality. It can ensure the information delivered to users is highly relevant and personalization. Since it is the first app that uses artificial intelligence to assist things like shopping trip, recipe recommendation and item locating, the app has first-mover advantage.


As a newcomer to the market, the awareness of the app is the weakness.


Since the app is highly personalization, the users retention rate is expected high. Moreover, grocery buying market is expected to grow in foresee future.



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