Mobile is intense, intimate, and frequent: the ultimate medium to connect with consumers and gain their loyalty. In order to preserve its role as a supermarket pioneer and innovator, the mobile application 'Appie' was launched in 2009. It's now available for iPhone and Android (and the web, which is outside the scope of this submission) and is still being expanded with new and useful features. With Appie, users' experience around grocery shopping is elevated to a fun, inspiring, and easy process by taking the classic shopping list to a whole new level. Before going shopping, users can browse a database of tens of thousands of recipes, find stores near them, check opening hours, and create their shopping list using numerous 'sources': previous purchases, special offers, recipe ingredients, a bar code scanner, and manual and voice input. The list can even be synchronized across devices, enabling people to work together on the weekends' groceries. In an Albert Heijn store, Appie will help customers find the most efficient route by sorting the items on the list in the right order. And after shopping, users can switch to Cooking Mode, making it easy to follow the steps of recipes, using the ingredients they just bought.