Shoppers create lists in the app by scanning barcodes or typing in entries, then the app organizes those items by aisle. The most recent update ports coupons into the search tool so that, say, a shopper may add one brand of yogurt to the list over another because Coupons.com offers 50¢ off. Coupons.com reports that Grocery iQ has "millions" of downloads and active users use it three to four times a week. It's also added brand advertising: Hormel has sponsored the meat and seafood tab in the app.

http://adage.com/article/digital/consumers-ready-mobile-groc...

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Note added at 1 hora (2012-10-18 19:02:05 GMT)
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Since few shoppers can wait for Amazon to ship their gallon of milk, smartphone usage in grocery stores is an entirely different beast than in big-box and electronic retailers, where the "scan and scram" phenomenon of price comparing runs rampant