Tops Launches Mobile Web App

MICHAEL GARRY

WILLIAMSVILLE, N.Y. — Tops Friendly Markets here this week introduced a mobile web app optimized for the iPhone, Android phones and the BlackBerry. The app effectively mimics — and syncs with — the list-making apparatus on its website, www.topsmarkets.com. To access the app, shoppers have a link emailed to their phone.

Shoppers must register to use the list-making functionality, which is also tied to loyalty card information. They can populate the list with items in a local store’s weekly circular. Shoppers can also access a database of recipes and click on items for their list. Webstop, Palm Harbor, Fla., hosts the website and provides the interactive list-making functionality.

"We are a highly specials-driven supermarket," said Terry Kushner, senior manager of interactive web and consumer insights for Tops. "Giving customers access to information is very important."

As part of its foray into mobile marketing, Tops also recently introduced QR codes on store signs and weekly ads that shoppers can capture with their mobile phone cameras; this accesses information on the Tops website on its “Monopoly” promotion, in which shoppers receive game tickets at the checkout for cash and other prizes.

In addition, Tops has developed a “YourBucks” program with Catalina Marketing. Shoppers are informed of personalized offers via mobile phone or email, and if they purchase the promoted product they receive at the POS a coupon for dollars off a subsequent trip.