Wouldn't it be nice not to dread the trip to the supermarket? Wouldn't it be nice if someone did the comparison shopping for you? Wouldn't it be great not to worry about "loyalty cards"? Wouldn't it be great if you could shop online have food delivered to your door?

Frankly, this sounds a bit futuristic for suburban Kansas City. Our household shops at Hy-Vee, and occasionally at Wal-Mart and Aldi. That's all the energy we can muster to wring out the best value from our food dollars.
But as "supermarkets prepare for the post recession world" - as one CNBC story recently headlined coverage - the options to consumers are expanding rapidly. One thinks of nebulous topic of "smart phone apps" in this regard. Frankly, I can't speak intelligently on that topic, but a standard web site for food shopping is attracting attention in the U.K.

Check out the web site for the UK shopping service called mysupermarket.co.uk.

From the site...

MySupermarket is a grocery shopping and comparison site that allows you to compare and shop from four supermarkets in one central place.

Our aim is to help you get the best possible price for your supermarket trolley while enjoying an easier and more consumer-friendly shopping experience.

We are 100% independent from the four supermarkets featured on the site. None of the supermarkets or product manufacturers owns a stake in the company. When comparing between supermarkets, our only agenda is ensuring that our shoppers get the best value possible.

The mySupermarket service is based on pricing information which is updated daily.

TK: Does it work? Some consumer reviews are quite high on it. Check out this page of thoughts and opinions about the service.

An excerpt....

To start shopping via this site you first log into your My Supermarket account. You then choose which supermarket you want to shop at from either Asda, Ocado / Waitrose, Sainsbury or Tesco. You tick your preferred supermarket, you choose your delivery time / date, and then you start your shop. If you're not sure which supermarket you want to use, you can enter your postcode to see who actually delivers in your area.

My Supermarket is updated on a daily basis so that the prices shown are the most competitive. Once you've made your choice of store, you start to shop by using the handy tabbed choices along the top of the page. These are divided up into "virtual aisles" so you can make your choice from Fruit and Veg, Meat, Fish & Poultry, or Drinks and so on. Similarly, if you've already got an online account with your supermarket of choice you can log into that account and it will display your previous favourites on the My Supermarket pages. It really is an incredibly nifty and easy to use site.

When find the item you want you just need to click on it once, and it's added to your trolley. The product will become highlighted with a plus or minus sign displayed underneath so you can add another one, or remove it completely from your virtual trolley.

TK: As a consumer, it would be astounding to have something like this available to use. Obviously, the key to its success is its impartiality toward one retailer or another. Consumers wouldn't trust the site otherwise.

Just as some retailers are looking at reverse auctions and other steely measures to make sure they are paying the "bottom dollar" to their suppliers, consumers will use web sites like these to take the work out of shopping and extract the cheapest prices from supermarkets.