84.51° is out with a new report that “examines who omnichannel shoppers are, where they shop, and some of the reasons why they choose to shop in-store and online.”
Some key findings:
• “This shopper is likely to be Millennial or Gen Z, is engaged with natural and organic, is more likely to have children, and is focused on convenience, compared to the average grocery shopper.”
• “Only 40% of omni-shoppers say they shop mostly online, but omni-shoppers still make 83% of their trips in-store.”
• “Convenience is key. 46% of omnichannel shoppers say that they spend less time ordering online compared to in-store. Over 80% of these shoppers who use pickup/delivery cite convenience as the reason for doing so.”
• “Claims of less stress and preferred method have significantly increased from 2023. This year, 58% of shoppers say it’s less stressful to shop online than in-store (compared to 39% in 2023), and 57% of shoppers say online shopping has become their preferred method of shopping (compared to 28% in 2023.)”
• “When in-store shopping, claims of preferring to pick, avoiding extra fees, and not wanting the wrong item have increased since 2023. 56% prefer to pick out their groceries and 51% want to avoid pickup or delivery fees.
• “Omni-shoppers continue to prefer buying “fresh” categories in-store. Like the 2023 study, ~75% of omnichannel shoppers claim that they prefer to purchase fresh produce, bakery, and deli/meat/seafood in-store. Paper products, shelf-stable goods, and household cleaning are the most preferred for purchasing online.”
• “Over 80% of omnichannel shoppers claim that order accuracy and availability are important when shopping online, and 23% will shift their spending elsewhere if items are out of stock.”
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