To meet omnichannel shopper expectations, retailers should standardize pricing and coupons

An overview of Kroger's 8451° Consumer Digest report.

Retailers should prioritize a seamless omnichannel experience across online and in-store in order to sustain shopper loyalty, according to findings from a recent consumer insights report from Kroger’s data science company 8451°.

The report surveyed 400 people over 52 weeks that had shopped at Kroger both online and in person. The category of omnichannel shopper, i.e. consumers that make purchases both in-store or online, was found to be part of a few specific demographics. These included: households with children; large households; shoppers who value so-called “convenience items” such as prepared meals and frozen items; and shoppers who...

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