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MasterCard, Samsung push fridge-based grocery shopping

MasterCard has launched a new shopping app called Groceries by MasterCard which lets consumers order groceries directly from Samsung’s new Family Hub refrigerator which features a giant touchscreen.

Developed in partnership between MasterCard Labs and Samsung and unveiled at CES in Las Vegas, the app is integrated into the fancy new fridge so consumers can stock up on their groceries from the kitchen.

“In a world where every device – from the phone to the refrigerator – is connected to the internet, the ways in which consumers interact and transact with their favourite brands are changing,” said Betty DeVita, chief commercial officer, MasterCard Labs.

“We’re developing compelling, safe and seamless commerce experiences for consumers across channels and devices as we continue to eliminate the boundaries between how we shop and how we pay.”

At launch shoppers will be able to order groceries from online grocer FreshDirect and supermarket cooperative ShopRite, which will then take charge of delivering the goods.

As the US rollout continues in 2016, additional grocers will be added to the Groceries app through MasterCard’s partnership with MyWebGrocer, which provides e-commerce and digital marketing solutions for more than 130 grocers across the globe and over 500 major consumer packaged goods (CPG) brands.

“Commerce-enabled devices like the Family Hub refrigerator represent an unprecedented opportunity for our customers because it puts them right where the consumer path to purchase begins: in the kitchen,” said Eric Healy, president of MyWebGrocer.

“We look forward to leveraging the open, API-centric capabilities of our digital experience platform to advance our partnership with MasterCard and enable grocers and CPG brands to capitalise on the way in which the IoT revolution will transform the grocery shopping experience.”

MasterCard has also developed a companion mobile app for Groceries, which allows multiple members of a family to add to a single cart from a device of their choice.

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