60.1% used a phone in store
They are already looking for a digital layer. The store is not providing one.
The case
Shoppers already use digital tools before and during a store visit. Once they are inside, finding products, getting information, seeing relevant offers, and moving through the aisle are still fragmented. Daikstra puts those capabilities in the cart.
01 · Shopper friction
In iVend Retail's 2018 global survey of 2,250 consumers, 67.3% of respondents who had left a store without buying cited being unable to find what they needed. Every missed purchase represents potential lost revenue, and across the trillion-dollar retail industry, even a small fraction of these missed opportunities can translate into billions in unrealized sales.
Read the survey02 · Digital inside a physical store
They are already looking for a digital layer. The store is not providing one.
Search, route, and offers live on the cart instead of across a phone, a site, and a sign.
The journey is already digital
Same 2018 iVend Retail survey. Useful evidence of a digital and physical journey, not a claim about grocery stores in 2026.
03 · Offers where the decision happens
In-store digital signage increased the chance of buying featured products by 8.1% on average. The lift was stronger near the product, later in the day, and on weekends.
A separate restaurant social and mobile ad test found time targeting raised daily purchase amounts by about 16.6% versus a non-targeted control. That is not a smart-cart or in-store result. It shows timing can move spend.
One study is in-store digital ads. The other is time targeting. The cart can put the offer in front of the shopper, near the item, when it matters. That is the design. Not a result we have measured yet.
8.1% Herhausen, de Jong & Grewal, Journal of Marketing (2026).
In-store digital signage, 237 field experiments, ~30 million shoppers.
Lift in purchase probability for featured products, not sales or profit.
Read the study.
16.6%
Frontiers in Psychology (2022), restaurant Facebook and mobile ads,
50 intervention days, 9,650 dine-in transactions.
Daily purchase amounts averaged $4,123.05 in temporal-targeting periods versus
$3,536.44 in control periods. Not smart-cart or in-store advertising.
Read the study.
04 · The missing data layer
Navigation gives shoppers a reason to use the screen. Retail media monetizes that engagement.