Though Longo’s Fruit Markets’ physical footprint is diminutive (with 26 stores in the GTA) compared to larger chains such as Loblaws and Sobeys, the independent family-owned grocer appears to be investing just as heavily as its competitors in the mobile space, announcing the launch of its second app in less than a year.

The new Longo’s-branded iPhone and Android application, which officially launched this morning, was developed by digital agency Unata and is meant to strengthen the customer’s shopping experience with the ability to create a shopping list from the grocer’s product catalogue, access store specials and accumulate loyalty points via Longo’s Thank You Rewards program, according to a release. The retailer will promote the app through its loyalty program emails, as well as on in-store signage and inside its flyers.

It works similar to Loblaws’ recently launched PC Plus app, targeting individual customers by gathering data from their purchase history to create personalized flyers that feature previously purchased products on sale. In addition, the app also allows customers to score loyalty points by rating products, creating shopping lists and interacting with in-store signage.

“We know our customers expect more from us,” said Ken Kuschei, director of consumer insights at Longo’s, in the statement. “With an increasing number of our customers now carrying a smartphone, we wanted to partner with a company (Unata) that could maintain our high standards as we extend our shopping experience to their phone.”