Here’s who omnichannel shoppers are and what they want
A new survey provides insight into the demographics and behavioral drivers of omnichannel consumers.
The latest Omnichannel Special Report from 84.51°, the Kroger data analytics subsidiary, indicates that surveyed omnichannel shoppers are primarily millennials, often with children, and are highly engaged with natural and organic products.
While the survey shows that respondents frequently shop online, 83% of their trips still occur in-store. More than half (55%) shop mostly online with some in-store visits, while 25% primarily shop in-store with some online purchases.
Why omnichannel customers shop online
The top reason (more than one answer accepted) respondents have for shopping via online platforms is convenience (86%). Other top reasons respondents choose to shop online vs. in-store include:
- 67% choose online to save time.
- 55% appreciate the ability to shop anytime, anywhere.
- 50% want to avoid crowded stores.
Why omnichannel customers shop in-store
In contrast, the survey indicates that respondents prefer using in-store shopping for more specific needs, like product selection or avoiding minimum order requirements. Close to half (47%) of respondents choose in-store when they are making a special trip for a specific item, and 38% don’t want to risk getting the wrong product through online orders.
Top digital shopping features
When asked what digital features drive them to shop online, 79% of respondents use digital coupons, 58% appreciate the ability to build their cart over time, and 57% are drawn to promotional offers.
However, challenges exist as well, with 56% of respondents frustrated by product availability and 46% concerned about substitution issues. Respondents said that better savings (57%) and lower fees (49%) would drive them to shop online more frequently.
[READ MORE: Survey: Ads, irrelevant offers driving online shoppers away]
Other findings
- More than four-in-10 (42%) respondents value tailored recommendations, but some said excessive personalization can feel intrusive.
- Even after online orders, 75% of respondents visit physical stores the same day to complete their shopping. Top reasons include forgetting to add something to their online cart (50%), picking up an out-of-stock item (27%), and picking up prescription item at the in-store pharmacy (22%).
With these insights in mind, 84.51 advises retailers can refine their omnichannel strategies by focusing on:
- Product availability: Ensure products are consistently in stock to avoid frustrating shoppers.
- Seamless online and in-store experiences: Maintain consistency across all touchpoints, from pricing to promotions.
- Convenience-driven features: Leverage digital tools that help shoppers build carts, find deals, and personalize their experiences.
- Reduced fees: Lower delivery fees and offer more savings to encourage online shopping.
