70 • May | June 2026 • abasto.com • INDUSTRIA ALIMENTOS Digital Is No Longer Optional BY HERNANDO RAMÍREZ-SANTOS T here’s a statistic every independent retailer should pin to their wall: nearly eight out of ten consumers trust their local supermarket more than Amazon or Walmart to provide fair and personalized deals. It’s not intuition or nostalgia. It’s the central finding of the na- tional survey True Cost of a Grocery Shop, published by Swiftly, a retail technology provider. Trust, that intangible asset that big chains have been trying to buy with algo- rithms and memberships for years, still thrives naturally in local stores. But the data makes one thing clear: that trust alo- ne is no longer enough. Four Years of Pressure, and Shoppers are Still Tightening Their Belts 68% of consumers still struggle to pay for their groceries, a situation that has persis- ted for four consecutive years. In this con- text, every visit is a calculated decision. 55% of respondents say their purcha- ses depend directly on available discounts and promotions, and 37% switch brands without hesitation if a deal represents real savings. Today’s shopper isn’t impulsive. They’re strategic. And they choose the retailer that helps them win that battle week after week. The Advantage That Must Not Be Wasted “Shoppers are telling us two things very clearly: they trust their local supermar- kets more than national giants, and they expect digital convenience, personalized value, and real-time savings,” said Henry Kim, CEO of Swiftly. Independent retailers account for more than 98% of all retail businesses in the United States. They have the trust. They have the proximity. What they need now is the technology to turn that relationship into measurable loyalty and sustainable profit margins. The advantage exists. So does the mo- ment to use it. Here’s the turning point every independent re- tailer needs to pay close attention to: consumers expect digital experien- ces comparable to those of big chains, without losing the personal touch that sets the local store apart. 7 out of 10 shoppers use loyalty cards to track their spending. 71% use coupons. · More than a third access supermarket mobile apps weekly. 44% act on personali- zed recommendations received through loyalty programs or digital channels. And with rising prices, that digital adoption is accelerating. More than 65% of consumers say higher prices will chan- ge the way they shop. Among the actions they plan to take: 48% will use more digital coupons. 46% will download grocery apps to compa- re prices. 43% will sign up for loyalty programs. The conclusion is clear: consumers are already ready to interact digita- lly with their local store. The question is whether the local store is ready to welcome them. Consumers trust their local store more than the retail giants. The question is whether independent retailers are capitalizing on that advantage before it’s too late Independent Supermarkets Beat Amazon and Walmart… But There’s a Catch • FOOD INDUSTRY