As a savvy supermarket shopper, you always want to be in the know about the most convenient, secure, and rewarding ways to pay for your groceries. If you‘re a regular at Albertsons or one of its many subsidiary chains like Safeway, Vons, or Jewel-Osco, you might be curious about the store‘s policy on mobile wallets like Google Pay and Samsung Pay.
While Albertsons does accept Google Pay chainwide, both in-store and online, the grocery giant does not currently support the Samsung Pay mobile wallet. In this article, we‘ll explore the reasons behind this discrepancy, how Albertsons‘ approach compares to other major U.S. supermarkets, and what it means for you as a customer.
The Rise of Mobile Wallets
First, let‘s set the stage by looking at the rapid growth of mobile payments in the United States. According to eMarketer, the number of in-store mobile payment users in the U.S. grew 29% in 2020 to reach 92.3 million. The firm projects that more than 100 million Americans will make a proximity mobile payment at least once per six months in 2021.
Source: eMarketer, "US Mobile Payment Users 2021"
Among mobile wallets, Apple Pay dominates the U.S. market with about 43.9 million users in 2021, followed by Starbucks‘ mobile app with 31.2 million users. Google Pay comes in third with 25 million users, while Samsung Pay trails at around 16.3 million users.
Several factors are driving the mainstream adoption of mobile payments, including:
- Widespread smartphone ownership
- Increasing comfort with digital financial services
- Desire for contactless, hygienic payment methods amid COVID-19
- Integration of loyalty and rewards programs
- Improved security via tokenization and biometric authentication
For many shoppers, mobile wallets are becoming the go-to way to pay due to their speed, convenience, and built-in benefits. Recognizing this shift in consumer behavior, most national retailers and restaurant chains now accept at least one major mobile wallet platform. But the grocery industry has been slower to embrace this trend.
Albertsons‘ Mobile Payment Strategy
Albertsons Companies, which operates over 2,200 supermarkets across 34 states, was actually an early adopter of mobile payments in the grocery space. The company first started accepting Apple Pay back in 2015 and added support for Google Pay (then known as Android Pay) in 2016.
However, Albertsons has notably held out on accepting Samsung Pay, even as the platform has gained traction with millions of users. When asked about this decision, an Albertsons spokesperson told us:
"Our goal is to provide our customers with fast, easy, and secure checkout options that meet their evolving needs and preferences. We‘re continuously evaluating which mobile wallets and payment technologies to support based on customer feedback, market trends, and strategic partnerships. At this time, Albertsons accepts Google Pay and Apple Pay at all of our stores, but we do not have plans to integrate Samsung Pay."
Reading between the lines, it seems Albertsons has made a calculated choice to focus on Google Pay and Apple Pay given their dominant market positions. The company likely sees more value in deepening those existing relationships rather than investing in support for a less widely used platform like Samsung Pay.
Indeed, Albertsons‘ chief marketing officer, Usman Humayun, has spoken publicly about the benefits of partnering with Google in particular. At Google Cloud Next ‘20, Humayun highlighted how Albertsons is leveraging Google Pay not just for payments but also for personalized loyalty rewards, digital coupons, and customer insights.
"We‘re using Google Pay to really understand our customers‘ preferences and behaviors so that we can serve them better. It‘s not just about the transaction, but about creating a more seamless and relevant shopping experience across all touchpoints." – Usman Humayun, Chief Marketing Officer, Albertsons Companies
Source: Google Cloud Next ‘20
This suggests that Albertsons sees its Google Pay integration as more than just a checkout option, but rather a key part of its broader digital transformation strategy. By encouraging customers to use Google Pay, Albertsons can gain valuable data on shopping habits, preferences, and trends, which it can then use to inform merchandising, promotions, and loyalty efforts.
Of course, Albertsons isn‘t putting all its eggs in one basket. The company also has its own mobile payment solution called Albertsons Pay, which is available through the grocer‘s loyalty app. With Albertsons Pay, customers can link their credit or debit card, earn and redeem rewards points, and access digital coupons and weekly ads.
However, Albertsons Pay currently lacks some of the advanced features of Google Pay, such as the ability to send and receive money or automatically apply loyalty discounts at checkout. It‘s also limited to Albertsons-owned stores, whereas Google Pay can be used at countless retailers nationwide. For these reasons, many shoppers may find Google Pay a more useful and versatile mobile wallet.
How Albertsons Stacks Up
To put Albertsons‘ mobile payment strategy in context, let‘s take a look at how some of its key competitors are approaching mobile wallets. Here‘s a quick rundown of which payment methods are accepted at the top 10 U.S. grocery chains:
| Grocery Chain | Google Pay | Samsung Pay | Apple Pay | Other Mobile Wallets |
|---|---|---|---|---|
| Walmart | No | Yes | No | Walmart Pay |
| Kroger | Yes | Yes | Yes | Kroger Pay |
| Albertsons | Yes | No | Yes | Albertsons Pay |
| Publix | Yes | Yes | Yes | Publix Pay |
| Ahold Delhaize | Yes | Yes | Yes | No |
| H-E-B | No | Yes | No | H-E-B Go |
| Meijer | Yes | Yes | Yes | Meijer Pay |
| Wakefern | No | No | No | No |
| Aldi | Yes | Yes | Yes | No |
| Whole Foods | Yes | No | Yes | Amazon One |
Sources: Company websites and press releases
As you can see, there‘s quite a bit of variation in terms of mobile wallet acceptance. Walmart is the only major grocer that doesn‘t take any of the "Pays" (Apple, Google, or Samsung), instead pushing customers to use its own Walmart Pay app. Kroger, Publix, Aldi, and Ahold Delhaize stores like Stop & Shop and Giant are the most flexible, accepting all three of the major mobile platforms.
A few regional chains like H-E-B and Meijer are focusing on developing their own branded mobile payment apps, similar to Albertsons‘ approach. And Wakefern, which operates stores like ShopRite and The Fresh Grocer, doesn‘t currently offer any mobile payment options at all.
So where does that leave Albertsons? With support for Google Pay and Apple Pay, it‘s certainly ahead of Walmart and on par with peers like Whole Foods (now owned by Amazon). But by not accepting Samsung Pay, it may be missing out on a smaller but still sizable segment of tech-savvy shoppers.
The Consumer Perspective
As a consumer, your primary considerations when it comes to mobile payments are likely convenience, security, and rewards. You want a checkout process that‘s fast and frictionless, but also one that protects your sensitive financial information. And of course, you want to earn points, miles, or cash back on your grocery spend.
From that perspective, Google Pay delivers on all fronts for Albertsons shoppers. Transactions are quick and easy, with no need to manually enter card numbers or swipe a physical card. Your actual card info is never shared with the merchant, since Google Pay uses encrypted tokens to process payments. And any loyalty points or coupons saved in your Albertsons for U account are automatically applied.
The main drawback, as mentioned, is that Google Pay doesn‘t have the same widespread acceptance as traditional payment methods like credit cards. For example, you won‘t be able to use it at Walmart, H-E-B, or Wakefern stores. And while Albertsons does accept it, you might run into hiccups at the self-checkout lane or with certain promotions.
That said, Google Pay is a solid option for Albertsons regulars who prioritize speed and security. To start using it, simply download the app on your Android phone or smartwatch, add your preferred payment method, and look for the Google Pay symbol at checkout. You can even link your Albertsons for U account to easily track and redeem grocery rewards right from the app.
Looking Ahead
As more and more consumers embrace mobile wallets post-pandemic, it will be interesting to see how Albertsons adapts its digital payment strategy. Will the company stick with its current Google Pay partnership while promoting Albertsons Pay usage? Will it eventually cave to pressure and add Samsung Pay to the mix? Or might it double down on developing its own full-featured mobile wallet to rival the tech giants?
Mobile wallet adoption will hinge on delivering value to both consumers and retailers. Source: 451 Research
One thing is clear: mobile payments are here to stay, and grocers that fail to keep up risk falling behind the curve. A 2021 survey by 451 Research found that 41% of consumers used a mobile app to make an in-store payment over the past 90 days, up from just 24% in 2019. The firm predicts that mobile wallets "will soon become the most popular payment choice in the U.S."
For its part, Albertsons seems to recognize the need to continuously innovate and iterate on its digital offerings. In a recent interview with Progressive Grocer, Chris Rupp, executive vice president and chief customer and digital officer at Albertsons, emphasized the company‘s commitment to "meeting the customer where they are" and "providing a differentiated omnichannel experience."
"Whether it‘s in-store or online, we‘re focused on making the shopping journey as seamless and personalized as possible. That means investing in digital capabilities like mobile payments, but also in our people and our physical stores. It‘s about creating a cohesive ecosystem that delivers on our brand promise." – Chris Rupp, EVP and Chief Customer and Digital Officer, Albertsons Companies
If Albertsons can execute on that vision, it has the potential to be a leader not just in mobile payments but in the broader digital transformation of the grocery industry. The company has already made significant strides with the rollout of its DriveUp & Go curbside pickup service, now available at over 1,400 locations, as well as its Instacart-powered delivery options.
Going forward, the key will be to continue enhancing and integrating those various touchpoints – in-store, online, delivery, and loyalty – to create a unified and compelling customer experience. Mobile wallets like Google Pay can play a central role in enabling that frictionless omnichannel journey.
The Bottom Line
So what‘s the verdict on Google Pay and Samsung Pay at Albertsons? The short answer is that if you‘re an Android user, you can confidently use Google Pay to check out quickly and securely at any Albertsons Companies store. You‘ll also be able to easily earn and redeem loyalty rewards, as well as access personalized coupons and offers.
If you‘re a Samsung Pay devotee, however, you‘re out of luck at Albertsons – at least for now. Your best bet is to either link your Albertsons for U account to Samsung Pay and scan your digital barcode at checkout, or consider switching to Google Pay or Albertsons‘ own mobile payment app.
Of course, this could all change if Albertsons decides to expand its mobile wallet offerings down the road. With the rapid pace of digital innovation in the grocery space, it‘s always a good idea to check for the latest updates before heading to the store.
In the meantime, happy shopping and tapping! By staying informed and adapting to new payment technologies, you can make your grocery runs faster, easier, and more rewarding than ever.
