Grocery store chain Safeway is beefing up its mobile strategy with a new shopping application that delivers coupons and other offers to a customer’s loyalty card.

The app lets users create a shopping list while on the go. It also gives users access to the newly launched Just for U program, which delivers coupons and special offers to a customer’s Safeway Club Card.

“We see Just For U as a breakthrough technology and one of our most innovative mobile efforts to date,” said Mir Aamir, president of customer loyalty for Safeway, Pleasanton, CA.

“This new app allows shoppers to plan their shopping trips, load deals directly onto their Safeway Club Card and know how much they will save before going to the store,” he said.

“Mobile is a key component to Just For U.”

No more clipping
The Just for U program is available to customers in Oregon and Washington state. It was designed to make it easier for shoppers to access coupons and other savings without having to cut coupons out of a newspaper and carry them around.

Shoppers can sign up for the program online at Safeway.com or by accessing Just for U via the Safeway app. Once they are registered, they can link their Safeway Club Card.

In the Just For U area of the Safeway app, users will find the coupon center, which offers access to one of the largest digital coupon centers in North America. By clicking on an item, the coupon is saved directly to the user’s Club Card.

The items are also added to a user’s Savings List, which can be printed or emailed to remind users of their savings.

Customers can also download personalized deals that are based on their shopping history. These are available to use again and again for up to 90 days.

Additionally, users can view and sort weekly specials.

A personalized shopping list is automatically created for users based on the savings they have clicked on.

“Since the launch of the Just for U program, shoppers have been asking for this mobile convenience,” Mr. Aamir said.

“Through our data, we know that customers are more engaged with the Just for U program if they are accessing the program through both mobile and desktop,” he said. “As an example, we know some customers are no longer creating or printing out their shopping list, as it’s embedded in the mobile app.”

Mobile makes sense
Safeway is making customers aware of the program through in-store efforts, including training the in-store teams about the program, as well as an integrated marketing program that includes a weekly circular, radio, mobile marketing and Safeway.com.

In addition to access to the Just for U program, the Safeway app also lets users pick which store they want to shop and see the weekly ad for that location. Users can also find a nearby store and get directions.

The app is available to download for free for iPhone and Android.

Safeway operates 1,678 food and drug stores in the United States and western Canada.

“Just For U is an easy-to-use online and mobile savings tool that helps shoppers save 10 to 20 percent more through relevant coupons and personalized offers,” Mr. Aamir said. “It makes sense for Safeway to include mobile as part of the digital savings program because shoppers can easily manage their personalized offers and lists while on the go to help them save more in-store.”