With more grocery stores going online, shopping for food isn’t what it used to be — but that isn’t the only technological change having an impact on the industry.  

Digital marketing plays a bigger role than it ever has before, says Chris Emergui. He’s the president of Sale Whale, an online platform that alerts customers when grocery items are on sale.

“Four years ago, maybe 14 per cent of people were influenced before they went to do their grocery shopping … by something they experienced online,” Emergui said.

“Now that number is closer to 56 per cent and it keeps