Omnichannel shoppers value the convenience of online, the discovery of in-store

A recent 84.51° survey of omnichannel shoppers found that online shopping is valued primarily for its convenience.

A new report from Kroger’s intelligence company 84.51° found that loyalty is a big predictor in how omnichannel customers break down their online/offline spend. Moreover, 76% of shoppers who order online for delivery said that they consider convenience to be a key factor in choosing online, vs 31% of in-shoppers reporting their choice as more convenient.

Shopping habits vary across age and income, with certain demographics more likely to participate in omnichannel shopping than others. For example, Millennial consumers, parents, and shoppers that are reported as being “highly engaged with Natural & Organic” are all likely to favor omnichannel.


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