The omnichannel shopper, also known as a hybrid shopper, purchases groceries and household goods online and in-store. A recent 84.51° Omnichannel Special Report highlights key behaviors and expectations of these consumers, revealing their preferences for convenience, savings, and product availability.
Who Are Omnichannel Shoppers?
Omnichannel shoppers are likelier to be millennials and parents and are highly engaged in natural and organic products. They also tend to have larger households and seek convenience in their shopping habits. Unlike in-store-only shoppers, these consumers expect consistency across online and in-store experiences.
Nearly 49% of omnichannel shoppers expect everything to be the same, whether online or in-store at the same retailer. Pricing consistency matters, with 36% believing prices should be the same and 34% expecting identical coupon availability.
Shopping Habits: Online vs. In-Store
Although 55% of omnichannel shoppers primarily buy online, they still complete 83% of their trips in-store. 86% cite convenience as the driving factor when choosing online pickup or delivery.
In contrast, in-store shopping is often about product availability (45%), sales and promotions (43%), and a wider selection (42%). Consumers also appreciate navigating the store easily and finding specific items without order minimums.
Why Omnichannel Shoppers Prefer Online Grocery Shopping
The online shopping experience appeals to those seeking time savings and digital conveniences:
- 79% use digital coupons to maximize savings.
- 58% prefer building a cart throughout the week to streamline purchases.
- 57% rely on promotional offers and weekly ads to make purchasing decisions.
- 46% appreciate pickup features like the “On My Way” notification.
Despite these benefits, omnichannel shoppers indicate that better savings, lower fees, and improved product selection would encourage them to shop online more frequently.
Related Article: Why Omnichannel Shoppers are the Best Clients?
Challenges and Frustrations in Online Shopping
While online grocery shopping continues to grow, omnichannel shoppers face frustrations, with product availability being the most cited issue (56%). Other concerns include:
- Substitution issues (46%)
- Delivery fees (27%)
- Minimum order requirements (26%)
- Concerns over product quality (25%)
Consumers suggest better stock management and automatic coupon applications to improve the online shopping experience. Additionally, 49% expect a seamless experience between online and in-store shopping, reinforcing the need for consistency.
The Future of Omnichannel Shopping
Retailers must focus on personalization, accuracy, and availability to meet the needs of omnichannel shoppers. When shopping online, 93% value order accuracy and 86% prioritize item availability.
As retailers refine their strategies, maintaining a balance between convenience, savings, and product selection will be crucial to keeping omnichannel shoppers engaged.