Get to know your omnichannel grocery shoppers

A new survey reveals important demographic and behavioral trends of consumers who shop for groceries both online and in-store.

According to the new “Omnichannel Special Report” from Kroger’s 84.51° data analytics subsidiary, the typical omnichannel shopper (someone who buys groceries online and at least some in-store for their grocery and household needs) is likely to be millennial and have children; and is also likely to be more highly engaged with natural and organic products compared to the average grocery shopper.

Omnichannel grocery shopping drivers

An 84.51° survey of omnichannel grocery shoppers reveals that 43% of respondents state that selection is one of the key drivers for shopping in-store; while selection is a key driver for only 14% who order online for delivery and 10% who order online for pickup.

Meanwhile, 76% of respondents who are ordering online for delivery and 73% who are ordering for pickup stated that convenience is one of the key drivers for choosing those modalities. Comparatively, only three in 10 (31%) respondents said convenience is a key driver for shopping in-store.

The desire to reduce impulse shopping influences many online grocery shoppers. About four in 10 (39%) respondents said they will shop online for delivery in an attempt to reduce impulse shopping, as did 30% who shop online for pickup. However, only 6% of respondents said they are driven to shop in-store to reduce impulse purchases.

Other findings

Additional reasons respondents said they will choose to shop online rather than in store include:

• They can shop at home any time of the day – 62%.
• It saves time – 52%.
• It offers the ability to stay away from crowds – 51%.

And respondents will choose to shop in-store rather than online because:

• They prefer to choose their own produce, meat and fish – 46%.
• They don’t have to worry about getting the wrong item – 38%.
• For sales and promotions – 35%.
• To avoid fees for pickup/delivery – 33%.

Other notable results include:

• Respondents making a yearly income of $100,000 or less plan to shop online for either pickup or delivery more so than those respondents making more than $100,000 a year.
• The respondents who are the most loyal e-commerce shoppers still spend 19% of their grocery dollars in-store. Those with lower e-commerce loyalty spend 78% of their grocery dollars in-store.
• Two-thirds (67%) of respondents expect to have the same coupons, pricing, and quality of products whether shopping in-store or online.
• Respondents prefer buying “fresh” in-store, but make exceptions. Fresh-picked categories (seafood, meat, produce) and gifts/home goods top the types of categories respondents prefer to shop in-store. However, while respondents claim they prefer to buy produce, meat and deli in-store, over 25% of sales for these items among respondents are made through online pickup/delivery.

[Read more: Here’s what customers want from online grocery shopping experiences]