Nakko and the Department of Communication and Cognition at Tilburg University have entered into a partnership aiming to research whether mobile apps can nudge grocery shoppers to healthier product choices.

 Nakko develops mobile retail applications for various supermarket chains that consumers use to for doing their groceries. Because these apps are becoming an increasingly important part of the purchasing process, they offer good opportunities to help consumers make healthier choices,

 For years, Tilburg University has been researching how digital technology can drive so-called health goal priming, i.e. a type of cueing intervention that may activate a health goal in people while they are tempted to make less healthier food and beverage choices.

 With this research, Nakko wants to gain more insight into how consumers make their grocery lists and what lies beneath their choices. 

Len Clabbers, Managing Director Nakko: “Many people aspire to live a healthier life or to be more environmentally conscious. Their groceries play an integral role in this endeavor. Hence, it would only be logical if we can facilitate these consumers in terms of design and user experience of the supermarket apps we deliver, thus, in doing so, enhancing the app and  related services for both consumers as well as for supermarkets, our business partners.

Through our partnership with Tilburg University, we’re able to acquire targeted and scientifically substantiated insights that we can use to improve our apps. For our supermarket business customers this offers the opportunity to better assist their consumers in buying low-calorie  or organic foods more often, for example.

And vice versa, this is a unique opportunity for Tilburg University to research whether and how stimuli that are used in the off-line world can also be used in the digital customer journey.”